The Influence Mechanism of Soft Product Placement Advertisements in Self-Media Clothing Styling on Consumers' Purchasing Decisions

DOI: https://doi.org/10.62517/jnme.202510611

Author(s)

Bowen Ma

Affiliation(s)

HaiNan University, HaiNan, China *Corresponding Author

Abstract

In the era of self-media, soft product placement advertisements for clothing and accessories deeply penetrate the consumer decision-making chain through scenario-based narratives, emotional resonance construction, and enhanced social interaction. Its influence mechanism can be decomposed into three levels: cognitive infiltration, emotional connection and behavioral transformation. At the cognitive level, a product cognitive framework is established through information embedding and scene association. At the emotional level, preferences are stimulated by leveraging the demonstration effect of Kols and their need for identity recognition. At the behavioral level, decision-making resistance is reduced by relying on immediate conversion paths and social proof mechanisms. This study systematically deconstructs this influencing mechanism from a theoretical perspective, providing theoretical support for clothing brands to optimize their self-media marketing strategies.

Keywords

Self-Media; Clothing Styling; Soft Product Placement Advertising; Consumer Decision-Making; Influence Mechanism

References

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