How the publicity of social-media platforms impact consumer decision making. Taking TikTok and Little Red Book as examples

Abstract

With the rapid development of the Internet, more and more advertisements are electronic, which affects users’ consumption decisions from different aspects. In this project, the author analyzes the influence of different publicity methods of Little Red Book and TikTok on Chinese users’ 'ZhongCao' behavior and purchasing behavior. In this process, the author studied their respective user group, platform highlights, and user’s using intention of different type of products, and give some suggestions to these two apps. The author obtained information through primary research and secondary research, and draw conclusions through data analysis and literature extract. The result show that both of the app is good at 'ZhongCao', and the purchase rate is higher in TikTok, and people are most interested in fashion and beauty products in both app, and for Little Red Book, users are least interested in children’s and outdoor products and least interested in training courses and self-improvement services in TikTok, and for different types of products people will have different using intention.