Social Media Marketing and Its Effects on Liquor Purchasing Intentions of Consumers in Guizhou Province, People’ s Republic of China
DOI:
https://doi.org/10.14456/ajmt.2024.16Keywords:
Social Media Marketing, Purchasing Intention, LiquorAbstract
This research aims to 1) study the level of social media marketing and consumer liquor purchasing intention in Guizhou Province, People’s Republic of China, and 2) examine the effect of social media marketing on consumer liquor purchasing intention in Guizhou. The study employed a quantitative approach, focusing on consumers who purchased liquor in Guizhou. The sample comprised 387 consumers, with data collected through an online questionnaire survey. Statistical software was utilized to analyze the data using frequency, percentage, mean, standard deviation, and multiple regression analysis.The results revealed that the overall level of social media marketing was high. All components of social media marketing, including entertainment, interactivity, trendiness, customization, and word-of-mouth, also exhibited high mean scores. Similarly, the overall consumer liquor purchasing intention was reported at a high level. The findings indicated that social media marketing had a significant positive impact on consumers’ liquor purchasing intention. Social media marketing could predict consumers’ liquor purchasing intention at 56.90 percent, with statistical significance at the 0.05 level. This study provides valuable insights for the liquor industry by identifying existing social media marketing strategies. The importance of leveraging social media to stimulate consumer purchasing intention is highlighted, enabling liquor businesses to adapt their marketing strategies accordingly. These findings can help liquor enterprises optimize their social media marketing approaches to effectively influence consumer purchasing decisions.
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