Study On How Social Media Affects Final Transaction Under The Highly Regulated Social Relationship

In recent years, the "Internet plus" has affected many industries, and the "Internet plus" is a new format of the development of the Internet. As the current two major social media, Micro-blog and WeChat has become an important channel for people to obtain information, and also become a lmarketing tool of enterprises. It means a lot for enterprises to effectively utilize the social media for marketing. The credibility and a sense of community and other factors of the users may affect the final transaction situation of enterprises and consumers in a certain degree. On the other hand,with the development of Social Media,the strength of social relations in different Social Medias is different from others.The strength of social relations means the relationship between two people.General speaking,people would like to trust the one who has the stronger relationship with him.Therefore, the research on how to use social media to influence consumers in the final trading has practical significance.Based on the above background, this paper attempts to study the relationship between social media marketing, social awareness, user's credibility and the final transaction of consumers and enterprises. In addition, here will introduce a moderating variable——strength of social relations, the study that the enterprise how to use social media to influence consumers sense of community and how to improve the users' trust, ultimately reach the final purpose of the transaction between consumers and enterprises. It will also study he social relationship strength in the process of regulation.Firstly, the research background, significance and research content will be introduced in this paper. secondly, social media marketing, social relationship strength,community awareness and credibility will be reviewed in domestic and international literature; thirdly, structure the theoretical model of this study, and put forward the research hypothesis; fourth, design the survey scale and questionnaire, analyse the collected statistical data, verify the hypothesis; finally, according to the experimental results indicated that the conclusion of the study, and put forward the corresponding marketing suggestions according to the conclusion, to help enterprises have more strong competitiveness in the "Internet plus" era.Based on current studies already issued online, a new thought is come up with that mainly describes how the extent of social media marketing caused by social relationship affects the final transaction, which will separately explain how the rolethat both social relationship degree and five dimensions play to regulate it. Therefore,appropriate marketing suggestions will be provided for the company.