1. the role of social media in consumer research

Social media refers to a user-centered media form that realizes information sharing, communication and collaboration between users through network technology and platforms, such as Weibo, WeChat, Douyin, Kuaishou, Little Red Riding Book, etc. Social media has the following characteristics:(1) large user scale and wide coverage;(2) rich content and diverse forms;(3) strong interaction and high participation;(4) fast dissemination and great influence;(5) Large amount of data, quantifiable analysis.

Social media plays an important role in consumer research, mainly in the following aspects:

(1) Collect and analyze consumer needs, preferences, behaviors and feedback. On social media, consumers will actively or passively express their needs, preferences, behaviors and feedback for products and services, such as posting or browsing related content, participating in or watching related activities, posting or viewing related comments, reviews or scoring, etc. This information is an important source for men's shoes brands and enterprises to understand consumers, which can help them grasp the psychological and behavioral characteristics of consumers, find the pain points and needs of consumers, and predict the consumption trend and potential of consumers, so as to provide the basis and direction for the development, improvement and innovation of products and services.

(2) Establish and maintain relationships and trust with consumers. On social media, consumers are not only the receivers of information, but also the creators and disseminators of information. They will have two-way communication and interaction with brands and enterprises, such as asking or answering questions, expressing or listening to opinions, sharing or forwarding content, participating in or initiating activities, etc. These interactions can help men's shoe brands and companies build and maintain relationships and trust with consumers, increase consumer loyalty and satisfaction, and enhance consumer stickiness and stickiness, thereby bringing long-term benefits and value to brands and companies.

(3) to enhance brand awareness and reputation. On social media, consumers will promote and recommend brands and companies through their own influence and social networks, such as publishing or forwarding related content, participating in or initiating related activities, publishing or forwarding related comments, reviews or scores, etc. These behaviors can help men's shoes brands and enterprises to enhance brand awareness and reputation, expand brand influence and recognition, increase brand exposure and attention, so as to bring more potential consumers and market opportunities for brands and enterprises.

(4) Innovate and optimize products and services. On social media, consumers will innovate and optimize the products and services of brands and enterprises through their own creativity and imagination, such as proposing or realizing new designs, functions, usage, etc. These innovations and optimizations can help men's shoe brands and enterprises enrich and improve their products and services, improve their competitiveness and differentiation advantages, and meet the diversified and personalized needs of consumers, thereby bringing more brands and enterprises Value and benefits.

2. Social Media in Consumer Research

The main methods of social media in consumer research are as follows:

(1) Social media monitoring. Social media monitoring refers to the process of real-time monitoring, collection, analysis and reporting of brand and enterprise-related content, topics, users, emotions, etc. on social media through professional tools or platforms. Social media monitoring can help men's shoe brands and enterprises to understand consumers' needs, preferences, behaviors and feedback in a timely manner, discover consumers' pain points and needs, predict consumers' consumption trends and potential, evaluate brand awareness and reputation, monitor brand image and reputation, and deal with brand crises and risks.

(2) Social media questionnaire. Social media questionnaire refers to the process of sending or pushing a survey form containing a series of questions or options to target consumers through social media platforms to collect consumers' answers or choices. Social media questionnaire can help men's shoe brands and enterprises systematically obtain the basic information, opinions and suggestions of consumers, understand the satisfaction and loyalty of consumers, test the cognition and attitude of consumers, verify the needs and preferences of consumers, and explore the motivation and influencing factors of consumers.

(3) Social media interviews. Social media interview refers to the process of one-to-one or many-to-many online conversations with target consumers through social media platforms to collect consumers' opinions and feelings. Social media interviews can help men's shoe brands and companies gain an in-depth understanding of consumers' psychological and behavioral characteristics, discover consumers' pain points and needs, explore consumers' motivations and influencing factors, obtain consumers' stories and cases, and tap consumers' ideas and suggestions.

(4) Social media experiments. Social media experiment refers to the process of showing or providing different products or services to target consumers through social media platforms, and observing and comparing consumers' reactions and results. Social media experiments can help men's shoe brands and enterprises to effectively test and verify the feasibility and effectiveness of their own products or services, evaluate and optimize the design and functions of their own products or services, compare and choose their own products or services schemes and strategies, innovate and improve the form and content of their own products or services, and so on.

Service Cases and Experience of 3. Champ Consulting in Social Media Consumer Research

Shangpu consulting is a professional market research and consulting company, with many years of experience and ability in social media consumer research, providing high-quality services and solutions for many men's shoes brands and enterprises. The following are some service cases and experiences of Champ Consulting in social media consumer research:

(1) For an internationally renowned men's shoe brand, conducted a social media monitoring project on the needs, preferences and behaviors of Chinese male consumers for men's shoes. Shangpu Consulting uses its own social media monitoring platform to comprehensively monitor, collect, analyze and report the content, topics, users and emotions related to men's shoes on mainstream social media platforms such as Weibo, WeChat, Douyin and Kuaishou, providing the following values and gains for the brand:

-Understand the overall demand, preference and behavior characteristics of Chinese male consumers for men's shoes, such as the purchase frequency, purchase channels, purchase motivation, purchase standard, purchase budget, purchase scene, etc;

-Discovered the subdivision needs, preferences and behavioral characteristics of Chinese male consumers for men's shoes, such as the differences and commonalities of the needs, preferences and behaviors of men's shoes in different age, income, occupation, region, interest and other groups;

-Predict the future demand, preference and behavior trend of Chinese male consumers for men's shoes, such as consumption upgrade, consumption diversification, consumption personalization, consumption socialization, etc;

-Evaluated the brand's popularity, reputation, image and reputation among Chinese male consumers, as well as its relative advantages and disadvantages with competitors;

-Monitored the brand's hot topics, public opinion trends, crisis events and risk factors among Chinese male consumers, as well as suggestions and solutions for response and handling.

(2) For a domestic emerging brand of men's shoes, a social media questionnaire project was conducted on the evaluation and feedback of target consumers on new men's shoes. Champ Consulting uses its own social media questionnaire platform to send or push a survey form containing a series of questions or options to the brand's target consumers, collecting the answers or choices of the target consumers, and providing the brand with the following values and gains:

-Obtain the basic information of target consumers, such as age, income, occupation, region, interest, etc., as well as information related to men's shoes, such as purchase frequency, purchase channel, purchase motivation, purchase standard, purchase budget, purchase scene, etc;

-Understand the evaluation and feedback of target consumers for new men's shoes, such as satisfaction, loyalty, awareness, attitude and willingness of new men's shoes in terms of design, function, usage, price, quality and service;

-Verify the demand and preference of target consumers for new men's shoes, such as the expectation, demand, preference and suggestion of new men's shoes;

-Explore the motivation and influencing factors of target consumers for new men's shoes, such as the motivation, influencing factors, obstacle factors, and promoting factors for the purchase and use of new men's shoes.

(3) For a leading men's shoe brand in China, a social media interview project was conducted on the target consumers' cognition and feelings about the brand and products. Using its own social media interview platform, Champu Consulting conducted one-to-one or many-to-many online conversations with the brand's target consumers, collected the opinions and feelings of the target consumers, and provided the brand with the following values and gains:

-In-depth understanding of the target consumers for brand and product cognition and feelings, such as brand and product impression, emotion, attitude, trust, loyalty, etc;

-Find the pain points and needs of target consumers for brands and products, such as dissatisfaction, problems, confusion, needs and expectations for brands and products;

-Explore the motivations and influencing factors of target consumers for brands and products, such as motivations, influencing factors, obstacles, and facilitating factors for the purchase and use of brands and products;

-Get the stories and cases of target consumers about brands and products, such as the process, experience, experience and effect of purchasing and using brands and products;

-Mining the target consumers for brand and product ideas and suggestions, such as brand and product improvement, innovation, optimization, promotion, etc.

(4) For a domestic innovative men's shoes brand, a social media experimental project on the reaction and results of target consumers for new men's shoes was carried out. Champ Consulting uses its own social media experimental platform to show or provide different new men's shoes to the brand's target consumers, observe and compare the reactions and results of the target consumers, and provide the brand with the following values and gains:

-Effectively tested and verified the feasibility and effectiveness of the new men's shoes, such as the feasibility and effectiveness of the design, function, usage, price, quality and service of the new men's shoes;

-Evaluated and optimized the design and function of new men's shoes, such as the evaluation and optimization of the appearance, comfort, durability, practicality, and innovation of new men's shoes;

-Comparison and selection of new men's shoes programs and strategies, such as new men's shoes positioning, objectives, value, competition, marketing and other aspects of comparison and selection;

-Innovated and improved the form and content of new men's shoes, such as innovations and improvements in the style, color, material, accessories, and packaging of new men's shoes.

Considerations 4. Social Media Consumer Research

Social media consumer research is an effective market research method, but there are also some challenges and risks. Men's shoe brands and companies need to pay attention to the following points when conducting social media consumer research:

Choose the right social media platforms and tools. Different social media platforms and tools have different characteristics and advantages. It is necessary to select appropriate social media platforms and tools according to the objectives and objects of the research, such as considering the coverage, audience, content, form, interaction, communication and other factors of the platform, as well as the function, performance, ease of use, security, cost and other factors of the tool.

(2) Develop clear research objectives and strategies. Social media consumer research needs to have clear research objectives and strategies, such as determining the theme, problems, assumptions, indicators, methods, technology, time, budget, etc. of the research, as well as the implementation, monitoring, evaluation, improvement and other processes and steps of the research.

(3) Use a variety of research methods and techniques. Social media consumer research needs to use a variety of research methods and techniques, such as a combination of qualitative and quantitative research methods, such as social media monitoring, questionnaires, interviews, experiments, etc., as well as the use of a variety of research techniques, such as text analysis, sentiment analysis, topic analysis, network analysis, visual analysis, etc., to improve the effectiveness and comprehensiveness of the research.

(4) Ensure the quality and security of data. Social media consumer research needs to ensure the quality and security of data, such as ensuring the authenticity, accuracy, completeness, timeliness and representativeness of data, as well as protecting the privacy, security and legality of data, so as to avoid the risk of distortion, misleading, leakage and abuse of data.

(5) Timely analysis and application of research results. Social media consumer research needs to analyze and apply the research results in time, such as summarizing, summarizing, explaining, evaluating and displaying the research results, and formulating and implementing corresponding actions and decisions according to the research results, such as the development, improvement, innovation and promotion of products and services, so as to realize the value and purpose of the research.

Conclusion

Social media consumer research is a market research method that adapts to the development of the times and market changes. It can help men's shoe brands and enterprises to effectively understand and influence consumers, and enhance the competitiveness and value of brands. As a professional market research and consulting company, Shangpu Consulting has rich experience and ability in social media consumer research, and provides high-quality services and solutions for many men's shoe brands and enterprises. Shangpu Consulting is willing to cooperate with more men's shoes brands and enterprises to jointly explore the opportunities and challenges of social media consumer research, and create the future and development of men's shoes industry.