Research on the Influence of Different Advertising Modes on Consumers’ Purchase Intention——Take Bilibili, WeChat and TikTok for example

Abstract

As social media now enjoys more and more popularity among people, researching how advertisements on different social media affect customers’ purchase intention is of great importance for businesses in conducting marketing campaigns. This article used the literature and comparative analysis method to summarize certain features of different advertisements on three social media: Bilibili, WeChat, and TikTok. The existing problem for Bilibili is the declining advertisement quality, which is caused by excessive commercialization. As for WeChat, the lack of accuracy and entertainment in advertising content leads to a decline in customers’ purchase intention. The problem for TikTok is that the repeating advertisements increase customers’ dislike of the products. In that way, customers are less likely to buy the products. Based on the existing problem, Bilibili suggests providing incentives for uploaders to create more high-quality advertisements. In addition, WeChat should pay attention to precise advertising based on customers’ preferences. In terms of TikTok, it should adopt a new advertising mode, reducing the frequency of the same advertisements.