Analyzing Marketing Functions and Values of online Social Media Platform—red

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2.4 Online Purchase

As an E-commerce platform, one of the major functions of RED is selling products. Users can purchase products, especially foreign products, directly with RED. (Rowan, 2016) Users can find the purchase channel on RED directly once they develop intentions of purchasing after viewing the feedbacks and experience of other users. Moreover, RED’s online selling platform applies a B2C approach, which is quite different from other platforms in which retailers sell their products without official supervision on whose products. The advantage of this approach is that the product quality can be guaranteed. (Xiao Hongxu: Buzz marketing brings in loyal customers, 2015) For companies, there are great chances for them to be the suppliers of RED to get to the potential customers, especially for those who do not have enough information about the companies and do not have the access to purchase products of those companies, which will help increase brand awareness as well as purchase quantity. (Roderick , 2016)

3. Conclusion

Using the searching engine within RED, users can get to know any product or brand with absolute convenience, which improves the willingness for users to recognize brand with numerous information. Besides, joining the community, users’ knowledge about products and purchase intention can be improved through interaction. Through observing users viewing notifications, companies can use these data to understand users’ interests, habits, and behaviors so that potential customers will be easier to be segmented and targeted. Last but not least, by proceeding the guaranteed stocking approach and efficient selling model, it will be easier for potential customers to be targeted and stimulated to purchase. Aligned with these four functions, the social, culture, and commercial value within RED enhance its success. Companies and brands can achieve well-conducted promotions or advisements with utilizing the functions of RED.

References

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