摘要
随着社交媒体的发展，社交媒体营销在产品或服务推广中发挥着越来越重要的作用。然而，社交媒体营销也存在着一定的负面影响，如夸大宣传、推广频率过高和虚假宣传等。这些影响会导致消费者的购买行为受到影响，降低其对产品或服务的信任度和品牌认可度。针对这些问题，可以通过提高品牌或企业的诚信度、降低宣传频率和增加监管力度等方式来解决，从而减少消费者的不良购买行为。
关键词：社交媒体营销；消费者购买行为；诚信度
Abstract
With the development of social media, social media marketing plays an increasingly important role in promoting products or services. However, social media marketing also has certain negative effects, such as exaggerating advertising, excessively frequent promotion, and false advertising. These effects can affect consumers' purchasing behavior and reduce their trust and brand recognition of the products or services. To address these issues, solutions can include improving the credibility of the brand or enterprise, reducing the frequency of promotion, and increasing regulatory measures to reduce consumers' negative purchase behavior.
Keywords: Social media marketing;Consumer purchasing behavior; Credibility
目录
摘要 I
Abstract II
引言 1
一、相关理论介绍 1
（一）社交媒体营销的概念 1
（二）消费者购买行为的概念 1
二、社交媒体营销对消费者购买行为的影响 2
（一）夸大产品或服务的效果 2
（二）广告和推广信息过于频繁 3
（三）可能会使用诈骗或虚假宣传 3
三、社交媒体营销对消费者购买行为的影响解决策略 3
（一）增加诚信度 3
（二）降低宣传频率 4
（三）增加监管力度 5
结论 6
致谢 7
参考文献 8
随着社交媒体的发展，社交媒体营销在产品或服务推广中发挥着越来越重要的作用。然而，社交媒体营销也存在着一定的负面影响，如夸大宣传、推广频率过高和虚假宣传等。这些影响会导致消费者的购买行为受到影响，降低其对产品或服务的信任度和品牌认可度。针对这些问题，可以通过提高品牌或企业的诚信度、降低宣传频率和增加监管力度等方式来解决，从而减少消费者的不良购买行为。
关键词：社交媒体营销；消费者购买行为；诚信度
Abstract
With the development of social media, social media marketing plays an increasingly important role in promoting products or services. However, social media marketing also has certain negative effects, such as exaggerating advertising, excessively frequent promotion, and false advertising. These effects can affect consumers' purchasing behavior and reduce their trust and brand recognition of the products or services. To address these issues, solutions can include improving the credibility of the brand or enterprise, reducing the frequency of promotion, and increasing regulatory measures to reduce consumers' negative purchase behavior.
Keywords: Social media marketing;Consumer purchasing behavior; Credibility
目录
摘要 I
Abstract II
引言 1
一、相关理论介绍 1
（一）社交媒体营销的概念 1
（二）消费者购买行为的概念 1
二、社交媒体营销对消费者购买行为的影响 2
（一）夸大产品或服务的效果 2
（二）广告和推广信息过于频繁 3
（三）可能会使用诈骗或虚假宣传 3
三、社交媒体营销对消费者购买行为的影响解决策略 3
（一）增加诚信度 3
（二）降低宣传频率 4
（三）增加监管力度 5
结论 6
致谢 7
参考文献 8
