The Influence of Social Media on Customer Behavior: Case Study from Starbucks

Abstract

This article studies Starbucks' marketing methods in the Chinese market and how it uses social media to influence consumer choices. The challenges and competition faced by Starbucks after it entered the Chinese market as an overseas brand were introduced. According to the research findings, what Starbucks sells to consumers is not only products but also a high-quality lifestyle. Promoting and localizing products on social media show a trend of current network communication to consumers. At the same time, Starbucks is facing many challenges, such as coronavirus pandemic lockdown, growing competition in China's coffee market, and maintaining its reputation. Doing research and giving corresponding practical suggestions in the face of these challenges are also studied in the article. The development of Starbucks in China is inseparable from the promotion of the Internet and social media, and the loyalty of consumers to Starbucks is also a significant advantage. Starbucks is also striving to develop the resonance between campaign and social practice.