SHS Web Conf.
Volume 148, 2022The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|Number of page(s)
|Public Relations and Gender Equality Analysis
|31 October 2022
Research on the Effect of Social Media on the Online Shopping Behavior of Chinese Millennials
University of Hull, Faculty of Business, Law and Politics, Hull, United Kingdom, HU6 7RX
In China, millennials represent a sizable consumer segment with significant purchasing power. The fact that millennials are engaged on social media and eager to purchase online demonstrates this. Through the search and reading of relevant literature, this paper proposes that social media and online shopping behavior are inextricably linked, and that Chinese millennials are naturally the drivers of online shopping.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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