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Research on the Influence Mechanism of Social Media Marketing on Cosmetic Consumers' Behavioral Intention

Author(s)

Jiayu Zhang

Affiliation(s)

Jinan Foreign Language School, Jinan, Shandong, China

Abstract

This study focuses on the influence mechanism of social media marketing on cosmetic consumers' behavioral intention. The multi-faceted characteristics of social media marketing and the constituent elements of consumers' behavioral intention are thoroughly analyzed, and how social media marketing influences consumers' cognitive construction, attitude formation and decision driving from the dimensions of information transmission, emotional resonance and social influence, and thus affects behavioral tendencies such as purchase intention and word-of-mouth communication intention. By integrating relevant theories and empirical research results, the theoretical framework is constructed, aiming to provide solid theoretical support for cosmetics enterprises to formulate accurate and effective social media marketing strategies, and help them to enhance their competitiveness and market share in the wave of digital marketing.

Keywords

Social Media Marketing; Cosmetics; Consumer Behavior Intention; Influence Mechanism.

References

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