Examining social media engagement and its influence on consumer purchase intentions in China: Insights from Zhangzhou's digital ecosystem

The relationship between content engagement on social media platforms and purchase intentions among Chinese consumers, with a special focus on Zhangzhou City, Fujian Province, was explored in this study. The study looks at how social media consumption behaviors differ across demographic segments, explores how the types of engagement affect purchasing decisions, and assesses the influence of important consumer and content-related factors. The researchers gathered data from a total sample of 410 respondents using structured questionnaires measuring participants’ demographics, social media usage, content engagement, and purchase intentions were analyzed. The findings showed that WeChat, Douyin, QQ, and Xiaohongshu emerged as the dominant platforms with higher user engagement with multimedia content in terms of entertainment, connection, and user-generated sources. Although purchase intentions were high across the board, driven by factors such as product utility, brand loyalty, and visual appeal, engagement was not a major predictor of purchase behavior. Demographic differences in engagement were identified with higher levels in younger age groups and rank-and-file employees, whilst differences in purchase intentions were noted with males who were also more likely to consider buying. Building on these insights, the study recommended a targeted marketing strategy that focuses on multimedia content for younger consumers, product practicality, and the leveraging of time-sensitive promotions to find the sweet spot for engagement on priority platforms. Further studies should examine social media engagement’s long-term impact on consumer brand loyalty and include wider demographic groups for a more in-depth understanding of social media’s influence on consumer purchasing behavior.