Analysis of Pinduoduo's Social E-Commerce Model-Balancing Brand Building and Consumer Trust

Youran Song

2025

Abstract

In recent years, the rise of social media and mobile internet has given birth to social e-commerce. Pinduoduo is the typical enterprise of social e-commerce in China and has drawn a lot of interest because of the special "group buying" model and social viral strategy of this kind of enterprise. Pinduoduo as the research object of this essay is the one in which Pinduodu aims to examine the method of determining which way to strike a balance between the building of the brand and the level of consumer trust in the process of increasing the global market in order to attain sustainable development. Using a variety of case studies, literature reviews, and data statistics, the paper systematically reviews Pinduoduo's social e-commerce operation mechanism, which includes the brand positioning strategy and user trust development methods. The study concluded that by successfully enhancing consumer pleasure and brand knowledge via regional operations, optimizing user experience, and establishing trust systems, Pinduoduo entered the foreign market to increase consumer pleasure. Furthermore, by utilizing the UGC and social media content marketing of Pinduoduo to foster a sense of connection with customers, the company has been actively utilizing these technologies to its brand communication.

Paper Citation

in Harvard Style

Song Y. (2025). Analysis of Pinduoduo's Social E-Commerce Model-Balancing Brand Building and Consumer Trust. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 519-525. DOI: 10.5220/0013848700004719

in Bibtex Style

@conference{iceml25,
author={Youran Song},
title={Analysis of Pinduoduo's Social E-Commerce Model-Balancing Brand Building and Consumer Trust},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={519-525},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013848700004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Analysis of Pinduoduo's Social E-Commerce Model-Balancing Brand Building and Consumer Trust
SN - 978-989-758-775-7
AU - Song Y.
PY - 2025
SP - 519
EP - 525
DO - 10.5220/0013848700004719
PB - SciTePress