The relationship between social marketing and consumer buying 
behavior--- take Xiaohongshu as an example

Wei Sun

doi:10.18686/modern-management-forum.v8i6.13205

The relationship between social marketing and consumer buying behavior--- take Xiaohongshu as an example

Wei Sun

Abstract

This paper explores the relationship between community marketing and consumer purchase behavior in the context of
community e-commerce. In this study, several influencing factors of social marketing were selected as independent variables, and purchase
intention was regarded as the mediating variable. Consumer purchasing behavior is considered as a dependent variable. In this study, the empirical
survey was carried out by means of questionnaire survey, and finally the research conclusions of this paper were summarized, and corresponding
enlightenment suggestions were put forward based on the research conclusions.

Keywords

community marketing; Xiaohongshu; consumer purchase intentions; Purchasing Behavior

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References

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v8i6.13205

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