Research on the Impact of CHAGEE's Social Media Marketing Strategies on Chinese High School Students' Purchase Intentions

Through its healthy tea drinks, unique brand culture, and effective social media marketing, CHAGEE has successfully attracted many young consumers, rapidly expanding in the market and establishing a strong brand influence. This study explores how CHAGEE enhances high school consumers' purchase intentions through new media marketing, beverage taste, and packaging design, product visual appeal and brand image, collaboration with KOLs, and brand partnerships. In order to ensure the representability of the data, the author set several multiple-choice questions on the program, and then published the online survey on the Chinese platform Little Red Book for two weeks, collecting some data from high school students in various regions of China. The survey shows that consumers mainly learn about CHAGEE through TikTok and word-of-mouth, and choose to purchase because of its taste and appearance. The visual appeal of the brand and the brand image are also very important. It is also suggested to collaborate with KOLs or launch co-branded limited editions to enhance social media marketing effectiveness.