How Advertising in Social Media Shapes Users' Consumption Behavior: The example of the RED Marketing Layout of CHI FOREST

Luyi Chen

doi:10.54691/bcpbm.v42i.4572

Authors

Luyi Chen

DOI:

https://doi.org/10.54691/bcpbm.v42i.4572

Keywords:

Social media advertising covered; Marketing; Consumers; Impact.

Abstract

In the information age, the rapid development of the Internet has made social media play a vital role in people's daily lives. Social media platforms have become the primary place for brands to advertise to attract users better. This paper analyzes the marketing strategy of "CHI FOREST" based on the process-tracking method in case studies, followed by two theoretical models to analyze the marketing mechanism and conclude the impact of advertising on consumer behavior in social media. This study not only gives reference value to some online brands about social media marketing through the consumers' perspective but also provides suggestions for brands to design social media advertising content marketing.

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