The Interplay of Personal Motivation and Social Media Influence on Female Consumption Decisions

Mingyi Du; Zhu Gong; Zhiyi Zhang

doi:10.54254/2753-7064/2025.HT29456

Communications in Humanities ResearchOpen access

The Interplay of Personal Motivation and Social Media Influence on Female Consumption Decisions

Research Article

Open Access

The Interplay of Personal Motivation and Social Media Influence on Female Consumption Decisions

Mingyi Du ^1* Zhu Gong ², Zhiyi Zhang ³

¹ YKPAO High School Songjiang Campus

² Winland Academy

³ Henan Experimental High School

^*Corresponding author: s20316@ykpaoschool.cn

Published on 11 November 2025

CHR Vol.97

ISSN (Print): 2753-7072

ISSN (Online): 2753-7064

ISBN (Print): 978-1-80590-529-5

ISBN (Online): 978-1-80590-530-1

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Abstract

Female consumption decisions are often influenced by a complex interplay between personal motivations and external social factors. This study explores how social media exposure, perceptions of fashion trends, and the symbolic meanings of brand logos shape Chinese female consumers’ willingness to purchase luxury products. Drawing on theories of consumer identity and social comparison, the research investigates how social media platforms cultivate aspirational lifestyles and reinforce class-based distinctions through visual branding. By analyzing the responses collected by 4 questionnaires from young female consumers, the study highlights how luxury consumption is not only a personal choice but also a social performance shaped by peer influence and digital culture. The findings aim to deepen understanding of how modern consumerism intersects with gender, social influence, and media representation in contemporary China.

Keywords:

Consumer Behavior, Trend Conformity, Luxury Consumption

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References

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[3]. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media.Business Horizons, 53(1), 59–68. https: //doi.org/10.1016/j.bushor.2009.09.003

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References

[1]. Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence.Journal of Marketing, 74(4), 15–30. https: //doi.org/10.1509/jmkg.74.4.15

[3]. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media.Business Horizons, 53(1), 59–68. https: //doi.org/10.1016/j.bushor.2009.09.003

Cite this article

Du,M.;Gong,Z.;Zhang,Z. (2025). The Interplay of Personal Motivation and Social Media Influence on Female Consumption Decisions. Communications in Humanities Research,97,29-33.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceeding of ICIHCS 2025 Symposium: The Dialogue Between Tradition and Innovation in Language Learning

ISBN: 978-1-80590-529-5(Print) / 978-1-80590-530-1(Online)

Editor: Enrique Mallen, Heidi Gregory-Mina

Conference website: https://2025.icihcs.org/

Conference date: 17 November 2025

Series: Communications in Humanities Research

Volume number: Vol.97

ISSN: 2753-7064(Print) / 2753-7072(Online)

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