Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 24, 03 January 2024
Open
Access | Article
Research on the Guiding Effect of New Media on Consumer Purchasing Behavior and Willingness
* Author to whom correspondence should be addressed.
Abstract
New media, which plays a significant role in the development of economy of China, especially e-commerce, has guiding function to the intention and behaviour of the consumers for a large range of age. The study will illustrate the key component that have a great effect on marketing and advertising. By pointing out the nature of new media, the study is going to analyse how guiding function works in leading individuals to decide to consume and give the countermeasures to those unpopular media platforms, which promotes the development of other social medias and the whole economy. In order to explore the popularity and the guiding function in driving the development of the economy by new medias. TikTok will be taken as an example as to the sample of live streaming which is another way with guiding function in consumption. Other media platforms will be a comparison to TikTok in the degree of successfulness of advertising.
Keywords
New media, Consumption, Consumer willingness, Social economy
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-251-0
- ISBN (Online)
- 978-1-83558-252-7
- Published Date
- 03 January 2024
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/24/20231415
- Copyright
- 03 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited