THE IMPACT OF SOCIAL MEDIA, USER ENGAGEMENT, BRAND TRUST, AND BRAND LOYALTY ON CONSUMERS' WILLINGNESS TO PURCHASE OPPO PHONES

Abstract

The popularity of the Internet has made the use of social media more widespread. Tioktok is one of the most popular social media platforms today. OPPO is one of the market leaders among global mobile phone brands, but its market share in China has declined over the past year. The purpose of this quantitative research is to explore the impact of social media, user engagement, brand trust and brand loyalty on consumers' willingness to purchase OPPO mobile phones, and to propose some suggestions for OPPO companies to increase market share. This study uses classical hypothesis testing and hypothesis testing, using multiple regression, t-test, f-test and coefficient determination (R2) test to test the simultaneous effect on the dependent variable. This study was carried out in China, aiming at the Chinese population who have used OPPO mobile phones, using non-probability sampling, that is, convenience sampling, with 160 respondents as the sample. The findings show that social media, user engagement, brand trust, and brand loyalty simultaneously affect consumers' willingness to purchase OPPO phones.