Communications in Humanities Research ISSN: 2753-7072
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Research Article

Shaping Social Proof: A Fission Marketing Model Based on the Herd Mentality -- Take Pinduoduo, for an Example

Zhoujia WenHebei University of Communication Liting YuUniversity of Shanghai for Science and Technology*

* Corresponding author: [email protected]

Abstract

This study takes Pinduoduo as an example to explore the influence of herd psychology on consumer decision-making in fission marketing. Fission marketing uses consumer social networks to realize the rapid dissemination of information, in which the herd psychology plays an important role. Through the questionnaire survey, this study analyzes the motivation and effect of Pinduoduo users participating in the fission marketing activities such as "Kanyidao". In that context, "Kanyidao" means helping others bargain. The results show that the majority of respondents participated in activities motivated to save money or make money, and tend to learn about activity information through friends or software channels. User-sharing activity links promote social fission and achieve a rapid growth in the number of users. The research conclusion points out that the herd psychology plays a significant role in the fission marketing, and the fission marketing can effectively expand the market share by stimulating the consumers' enthusiasm for participation.

Keywords: Fission marketing; Herd psychology; Social proof theory; Pinduoduo e-commerce platform
Published: July 31, 2024
DOI: 10.54254/2753-7064/41/2024NE0009
Volume: CHR Vol.41
pp. 80-86
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