AEMPS

The Influence of "Content Seeding" on Social Media on Consumers' Purchasing Decisions

Authors

Ziyue Yin * 1 , Zhenyu Qu 2 , Zihao An 3

1 North Cross School

2 North Cross School

3 Haichuan Middle School of Jinan Hitech Zone

Corresponding Author

Ziyue Yin

Keywords

Content Seeding, Social Media, Consumers' Purchasing Decisions, KOL Marketing, User-Generated Content

Abstract

As social media has become the core platform for consumers to obtain information and interact, "content seeding" (through targeted distribution of high-quality content by KOLs, ordinary users, or brand officials) as a precise communication strategy, its mechanism of influencing consumers' purchasing decisions has gradually become a focus of attention in both academia and industry. This study takes social media users as the research subjects and combines questionnaire surveys to systematically explore the paths of different forms of content seeding (such as KOL evaluations, user UGC sharing), content credibility, and dissemination frequency on consumers' purchasing decision-making at various stages (demand cognition, information search, scheme evaluation, purchase behavior, and post-purchase feedback).

Citation

Ziyue Yin, Zhenyu Qu, Zihao An. The Influence of "Content Seeding" on Social Media on Consumers' Purchasing Decisions. AEMPS (2026) Vol. 278: 22-29. DOI: 10.54254/2754-1169/2025.BL38147.

References

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