Influence of Self-Media Platform on Local Products Sales in Sichuan Consumers’ Purchase Intention

Abstract

The increasing use of social media gives marketers a better space to engage with customers. However, research examining the effectiveness of social media marketing from a brand perspective has been relatively unexplored. Furthermore, few studies on homegrown brands have investigated the impact of consumption intention on consumer-brand relationships. The three objectives are to explore the economic impact of self-media image construction on enterprises related to local products, to assess the differences in consumers' willingness to purchase local products under different demographic variables, and the influence relationship and significance of various factors within the framework of this research, and to make feasible suggestions on how local products can provide better services for the needs of the audience.