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Research on the Influence Mechanism of Social Media on the Consumption Behavior of Generation Z: A Case Study of Xiaohongshu and Douyin

Author(s)

Yunxiao Li

Affiliation(s)

Anhui University of Arts, Hefei, Anhui, China

Abstract

This article focuses on the influence mechanism of social media on the consumption behavior of Generation Z, and conducts research with Xiaohongshu and Douyin as typical cases. After elaborating on the significance of the research, a systematic review of related studies at home and abroad is conducted to analyze the existing achievements and deficiencies. Furthermore, an in-depth analysis of the correlation between platform characteristics and user behavior, as well as algorithm mechanisms and consumer behavior, is conducted to reveal the differentiated mechanisms and key driving factors by which the two major platforms influence the consumption behavior of Generation Z. In response to the problems identified in the research, platform governance and enterprise marketing optimization strategies are proposed to provide theoretical and practical references for the development of the industry.

Keywords

Social Media; Generation Z; Consumption Behavior; Xiaohongshu; Douyin

References

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