The Influence of Social Media Interaction on Consumers' Purchase Intention

Abstract

With the continuous development of the economy and the increasing improvement of living standards, the fitness model of sports activities can no longer fully meet the needs of modern people by means of places and time. At the same time, China has vigorously supported the policy of "Internet plus", so sports and fitness software came into being. Keep App, as one of the popular software, has aroused widespread concern in society. The SWOT analysis method is used to study the interaction form, advantages, disadvantages, opportunities, and threats. It also analyzes the impact of para-social interaction on users' purchases. The conclusion is that appropriate interaction can bring positive stimulus to people's purchase intention. The research question is based on keep software to summarize and analyze the impact of people's interaction with sellers in the process of purchasing products. To get a better sales plan. The article will combine the para-social interaction theory to discuss.

Changes of Consumer Behavior in the Internet Era and Its Impact on Advertising and Marketing

“…Hence, it is imperative for advertisers to prioritize the delivery of pertinent and customized content in order to effectively grab and sustain customer attention. By utilizing data-driven insights, advertisers have the ability to customize their messaging and offers to specific categories, hence leading to increased engagement and improved campaign effectiveness [8].…”