SOCIAL MEDIA ADVERTISING AND CONSUMER PURCHASING BEHAVIOR IN INNER MONGOLIA: A CONCEPTUAL FRAMEWORK
DOI:
https://doi.org/10.55197/qjssh.v6i6.910Keywords:
conceptual framework, consumer purchasing behavior, inner Mongolia, social media advertisingAbstract
In recent years, social media advertising has been increasingly used in Inner Mongolia, China. These advertisements deliver brand messages to target audiences in a lively and interesting way through short videos, pictures, live broadcasts and other forms. However, although social media advertisements have achieved remarkable results in enhancing brand image and promoting sales, their impact on consumer purchasing behavior is still a topic worthy of in-depth exploration. Despite growing research attention, key aspects remain fragmented, particularly the integration of social media advertising, technology, culture, and consumer purchasing behavior in the contexts of Inner Mongolia. Hence, this study seeks to analysis how social media advertising influence consumer purchasing behavior in Inner Mongolia by constructing a conceptual framework. The findings of this study show that social media advertising can make a great contribution to consumer purchasing behavior in Inner Mongolia. Furthermore, the impact of social media advertising on consumer purchasing behavior could be strengthened by technological support and cultural integration. This paper also provides some policy recommendations for enterprises. They could use technical support to optimize user experience and enhance consumer interaction, and utilize cultural integration to enhance emotional resonance and brand loyalty.
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