The Influence of "Content Seeding" on Social Media on Consumers' Purchasing Decisions

As social media has become the core platform for consumers to obtain information and interact, "content seeding" (through targeted distribution of high-quality content by KOLs, ordinary users, or brand officials) as a precise communication strategy, its mechanism of influencing consumers' purchasing decisions has gradually become a focus of attention in both academia and industry. This study takes social media users as the research subjects and combines questionnaire surveys to systematically explore the paths of different forms of content seeding (such as KOL evaluations, user UGC sharing), content credibility, and dissemination frequency on consumers' purchasing decision-making at various stages (demand cognition, information search, scheme evaluation, purchase behavior, and post-purchase feedback).