A Study On The Influence Of Social Media Advertising On College Students' Consumption View In Urumqi

With the rapid development of social media,the goods which are available for consumption and the situation which is in consumption are gradually increasing in modern society.The competition among merchants is becoming more and more fiercer.In order to attract more consumers,mobile social media platform has become a new campaign in advertising publication.In mobile social media,the amount of advertising information is far more than traditional media,advertising forms are more diverse,and content is more abundant.At the same time,the independent selectivity of social media also changes the information contact mode of the audience,to some extent,affects the consumer psychology of modern people.As university students who are the most frequent social media group in modern society,they also have more chance to touch the social media advertisements.On this premise,whether the college students can master their own consumption attitude is widely concerned by the general public and the commercial society.Through collecting and sorting out the relevant information,this study designed the corresponding questionnaire,and based on the questionnaire,combined with personal interviews.Using of advertising,communication,sociology and other related disciplines,this paper investigates the influence of social media advertisement on college students,and analyzes the factors and internal mechanism of influencing college students' consumption attitude by using the relevant statistical method.In order to establish the correct and healthy consumption attitude of college students,and put forward some suggestions.Through investigation and research,it is found that the overall consumption attitude of college students in Urumqi tends to be rational,social media advertising has an impact on some college students only in some specific aspects,and most college students' consumption tends to be rational.This study holds that social media advertising relies on mobile Internet platform,and its has a high rate on advertising arrival,but the pertinence and conversion rate of advertising are insufficient.Different content and forms of social media advertising have no impact on collegestudents,but only in terms of increased advertising exposure.College students,as the main consumption force in the new era,represent the characteristics of the future commercial advertising attracting the crowd and the direction of advertising planning.Therefore,on the one hand,enterprises and advertisers need to know more about the characteristics of the group and make more targeted advertising;on the other hand,college students also need to improve their judgment and discrimination,and schools need to strengthen the education of consumption ideas.The joint efforts of several parties can create a healthy social and economic environment.