The Role of Social Media in Driving E-commerce Growth: The Case of Xiaomi in China

Chuman Zhang () and Tongqing Gu
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Chuman Zhang: Southwestern University of Finance and Economics
Tongqing Gu: Chengdu University of Information Technology

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 732-737 from Springer

Abstract: Abstract In the rapidly converging landscape of social media and e-commerce, social platforms have evolved beyond mere communication tools to the core engine driving e-commerce growth. Xiaomi’s remarkable online sales success and previous social media marketing research are good evidence of this. Based on the SICAS consumer behavior model, the article proposes a concise 3C framework: Connection (Reach users, Grab attention, Spark dialog), Conversion (Trigger desire, Seal deal, Confirm order), and Cultivation (Deepen bond, Drive repeat, Ignite advocacy) to systematically address the question of how social media drive growth in China’s e-commerce across the four stages of customer acquisition, instant conversion, repeat purchases, and viral growth. Xiaomi’s success provides replicable solutions for brands, platforms, and policymakers to achieve sustainable, low-cost growth through social commerce, and it is recommended that brands make good use of powerful social media to realize the 3C process in their business.

Keywords: Social Media; E-commerce; Xiaomi (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-888-2_70

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