Chinese University Female Students’ Consumption Tendency towards Different Product Promotion Ways on New Media Platforms

Abstract

In an era when various new media platforms are widely entering people's lives, the content on these new media platforms is becoming more and more extensive. Various product merchants are also aiming at this trend, using the influence of netizens and bloggers to put more of their own product promotion on such platforms. Female college students, as a kind of customer group with strong willingness to consume and more exposure to new media platforms, have naturally become the target customers of many product merchants. The purpose of this study is to analyze the consumption tendency of female college students towards the existing mainstream new media platforms, and provide some reference and ideas for customers, product merchants, and new media platform operators. This study collected the familiarity, acceptance and consumption frequency of 150 female college students on five types of new media platforms’ common marketing modes by means of questionnaires. After analyzing their responses, it is concluded that female college students are more familiar with the product marketing forms placed by well-known and female-targeted new media platforms and are more likely to accept more subtle marketing strategies with a smaller ratio of advertisements to the content itself, and to make multiple purchases under the marketing platforms and marketing styles that have easier and complete shopping channels and more emotional appeal.