The Impact of Social Media on Young Chinese Consumers' Purchasing Decisions on Pet Products

China's pet economy, as the latest business blue ocean, has demonstrated great consumer potential in the past, bucking the economy. Currently, social media platforms play a pivotal role in influencing young Chinese consumers' pet product purchase decisions. This study examines the impact of social media marketing on the consumer decision-making behaviours of young Chinese pet owners, emphasizing the roles of influencers, user feedback, and science-based content. The study conducted a quantitative survey by distributing an online questionnaire in social media pet-related communities and offline pet business venues (e.g., pet hospitals), and collected 140 valid responses. The study revealed that social media marketing has a profound impact on consumer decision-making, with the majority of respondents influenced by product promotions, reviews, and influencer endorsements. However, challenges such as impulse buying and over-reliance on online promotions were also identified from respondents' answers, suggesting that brands need to strike a balance between digital strategy and offline engagement. The findings emphasize the importance of marketing content authenticity, user feedback, and message content quality in building trust and increasing customer loyalty in the digital age.