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.
