Work

The Influence of New Media on Consumer Perception in China

Year: 2024

Type: article

Abstract: This study aims to analyze the impact of new media on consumer perceptions. The sample group comprised 400 respondents from internet platforms in Shandong, China. At the statistical significance level of 0.05, descriptive statistics such as frequency, percentage, mean, and standard deviation were employed to analyze data, as were inferential statistics such as Independent Samples t.test, One-way ANOVA, LSD, and Multiple Linear Regression. The study's results found that demographic factors such as gender, age, and occupation, in addition to "educational background, impact consumer perceptions. The emergence of new media, represented by Internet opinion leaders, Self-media, and Brand experience, influenced consumer perceptions.

Source: Proceeding of The International Seminar on Business Economics Social Science and Technology (ISBEST)

DOI: 10.33830/isbest.v4i1.3249

Authors: Xianghui Kong, Andini Risfandini, Muhamad Choldun Sina Setyadi

Institutions: Rajamangala University of Technology Krungthep, Universitas Merdeka Malang

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404087656

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