A Study on the Impact of Social Media Marketing on Consumer Purchasing Decisions — A Case Study of Douyin

The rapid development of social media has significantly changed consumer behavior patterns, making online shopping an indispensable part of life. This paper delves into the impact of social media marketing on consumer purchasing decisions against this backdrop. Taking Douyin as an example, the study reveals that content quality, online reviews, influencer charisma, and promotional activities are key influencing factors. The constructed consumer purchasing decision model for social media platforms shows that consumers are influenced by content quality in the awareness stage, by online reviews and influencer charisma in the interest stage, and by promotional activities in the purchase intention stage. The conclusion provides relevant suggestions from the perspectives of consumers and social media platforms, emphasizing that consumers should make careful decisions while platforms should enhance management and optimize marketing to address the opportunities and challenges posed by social media marketing.