A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS
Social media has changed the dynamics of the social and business environment by impacting the thinking, expressions, beliefs, behaviour, and motivation level of individuals. Young consumers spend more and more time on social media, becoming an ideal platform for companies to promote products and s...
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| Format: | Article |
| Language: | English |
| Published: |
Academica Brâncuşi
2023-12-01
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| Series: | Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie |
| Subjects: | |
| Online Access: | https://www.utgjiu.ro/revista/ec/pdf/2023-06%20Volumul%20II/29_modreanu.pdf |
| _version_ | 1797289960379777024 |
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| author | MODREANU ANDRA TOMA SORIN-GEORGE GRĂDINARU CĂTĂLIN |
| author_facet | MODREANU ANDRA TOMA SORIN-GEORGE GRĂDINARU CĂTĂLIN |
| author_sort | MODREANU ANDRA |
| collection | DOAJ |
| description | Social media has changed the dynamics of the social and business environment by impacting the thinking,
expressions, beliefs, behaviour, and motivation level of individuals. Young consumers spend more and more time on
social media, becoming an ideal platform for companies to promote products and services. The purpose of this
research is to gain a better understanding of social media in the Chinese context and to examine the marketing
potential of these platforms among young chinese individuals, considering their online behaviour. The results show
that Chinese aim to maintain a specific social class and reputation in their online communities and most of their
purchasing decisions are influenced by peer pressure.
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| first_indexed | 2024-03-07T19:13:34Z |
| format | Article |
| id | doaj.art-bc5df2fb3f6a4957bfa5f6c9ef196f23 |
| institution | Directory Open Access Journal |
| issn | 1844-7007 |
| language | English |
| last_indexed | 2024-03-07T19:13:34Z |
| publishDate | 2023-12-01 |
| publisher | Academica Brâncuşi |
| record_format | Article |
| series | Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie |
| spelling | doaj.art-bc5df2fb3f6a4957bfa5f6c9ef196f232024-02-29T18:05:29ZengAcademica BrâncuşiAnalele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie1844-70072023-12-01II6227233A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTSMODREANU ANDRA0TOMA SORIN-GEORGE1GRĂDINARU CĂTĂLIN2THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIESFACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIAFACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIASocial media has changed the dynamics of the social and business environment by impacting the thinking, expressions, beliefs, behaviour, and motivation level of individuals. Young consumers spend more and more time on social media, becoming an ideal platform for companies to promote products and services. The purpose of this research is to gain a better understanding of social media in the Chinese context and to examine the marketing potential of these platforms among young chinese individuals, considering their online behaviour. The results show that Chinese aim to maintain a specific social class and reputation in their online communities and most of their purchasing decisions are influenced by peer pressure. https://www.utgjiu.ro/revista/ec/pdf/2023-06%20Volumul%20II/29_modreanu.pdfsocial mediayoung chineseconsumer behaviourmarketing |
| spellingShingle | MODREANU ANDRA TOMA SORIN-GEORGE GRĂDINARU CĂTĂLIN A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie social media young chinese consumer behaviour marketing |
| title | A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS |
| title_full | A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS |
| title_fullStr | A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS |
| title_full_unstemmed | A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS |
| title_short | A DIFFERENT APPROACH TOWARDS SOCIAL MEDIA: CHINESE YOUNG CONSUMERS BEHAVIOUR INSIGHTS |
| title_sort | different approach towards social media chinese young consumers behaviour insights |
| topic | social media young chinese consumer behaviour marketing |
| url | https://www.utgjiu.ro/revista/ec/pdf/2023-06%20Volumul%20II/29_modreanu.pdf |
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