Temu: Sell your friends to shop like a billionaire - A netnography study on the influence of referral marketing on young adults' buying behavior
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2024-06-26
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en
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This research explores the influence of Temu’s social media-based referral marketing strategy on the buying behavior of young adults. A netnographic qualitative approach, including semi-structured interviews and online data analysis, has been used. This research explains how Temu uses aggressive, deceptive, and unethical social media-based referral marketing tactics to influence young adults' buying behavior. The results give insights into the tactics, for example, addictive gambling mechanisms, social pressure, and false discounts, which significantly impact the buying behavior of young adults. Further, this research addresses the ethical concerns experienced by the referral marketing strategy, including trust issues, emotional manipulation, customer satisfaction, and environmental issues. This study underscores the need for more ethical marketing practices.
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Faculteit der Managementwetenschappen