Research on the use of social media marketing by small and micro Electronic Commerce enterprises in China

Abstract

With the development of the Internet, mobile Internet, big data, cloud computing, artificial intelligence and other new generation technologies, information dissemination has entered the era of social media. The development of various social media platforms has changed the mode of e-commerce marketing, and new marketing methods such as “live streaming marketing”, “short video marketing”, and “community marketing” have emerged. However, with the popularization of online shopping and online store opening techniques, more and more online stores are registered on e-commerce trading platforms such as Taobao, JD.com, and Pinduoduo, and the number of products is increasing exponentially. This has led to a decreasing probability of online store products being seen by customers. Therefore, it is very important to carry out social media marketing. There is currently no research conducted on the data of social media marketing conducted by small microelectronic commerce enterprises operating online stores on e-commerce platforms. Therefore, this study will investigate the social media marketing data of these small and micro Electronic Commerce enterprises, including marketing costs (investment costs), teams, marketing methods, marketing effects (revenue obtained), etc. By analyzing these data, the social media marketing status of small and micro Electronic Commerce enterprises will be analyzed, and based on the knowledge learned, some suggestions and strategies will be proposed.