EXPLORING THE IMPACT OF SOFT-SELL AND HARD-SELL ADVERTISING FORMATS ON CONSUMER BEHAVIOR ON DOUYIN: A STUDY OF EFFECTIVE COMMUNICATION STRATEGIES FOR MARKETERS
Keywords:
Soft-sell advertising, Hard-sell advertising, Consumer behavior, Douyin, Social media marketingAbstract
This study examines the influence of soft-sell and hard-sell advertising formats on consumer behavior and engagement on Douyin, focusing specifically on the cosmetics product category. The objective is to compare the impact of these advertising approaches on purchase decisions and explore differences in consumer acceptance and preference within this high-involvement, image-driven sector. A quantitative research methodology was employed, utilizing a structured online questionnaire distributed via Douyin and WeChat. The study applied convenience sampling, targeting a stratified sample of 400 active users who regularly engage with cosmetic-related content on the platform. Key findings indicate that soft-sell advertising excels in fostering emotional connections and enhancing consumer interaction, particularly by leveraging aesthetic appeal, influencer endorsements, and storytelling techniques. While hard-sell advertising remains effective in driving immediate purchase decisions through direct product highlights and promotional urgency, it struggles to sustain long-term engagement and participation. Soft-sell advertising demonstrates a strong influence on consumer trust and long-term purchase intentions through emotional resonance and brand value transmission. In contrast, hard-sell advertising is more effective in triggering short-term purchase impulses but may risk post-purchase dissatisfaction. Moreover, while soft-sell advertising aligns with consumers’ pursuit of emotional and aspirational experiences in the beauty and skincare context, the directness of hard-sell advertising—though capable of quickly capturing attention—may lead to consumer resistance or skepticism.
Overall, the study finds that soft-sell advertising on Douyin enhances long-term consumer engagement in the cosmetics category, while hard-sell advertising drives immediate purchases. Though neither format was strongly preferred, soft-sell appeals to emotions, and hard-sell supports rational decisions. These insights guide beauty brands in balancing short-term conversions with long-term loyalty on social media.
References
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior. Springer.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ausat, A., & Abu, M. (2023). The impact of soft-sell and hard-sell advertising on consumer behaviorin the digital age. Journal of Digital Marketing Studies, 45(3), 235–249.
Chen, M. (2022). Analysis of the types and communication effects of short video advertisements: Taking TikTok as an example. Sound Screen World, 6(17), 80-84.
Dašić, D., Vučić, D., Turčinović, J., & Tošić, I. (2023). The evolution of digital marketing: From banner ads to interactive content. Journal of Marketing Innovation, 18(1), 65–78.
Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science, 50, 666–688.
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523.
Li, Y. (2018). Understanding Douyin’s algorithm and its impact on user engagement. Journal of Media Studies, 34(6), 145–158.
Okazaki, S., Mueller, B., & Taylor, C. R. (2010). Global consumer attitudes toward advertising formats: The role of cultural differences in soft-sell and hard-sell preferences. Journal of International Marketing, 18(3), 20–34.
Petty, R.E., & Caciopp, J.T. (1980). Sex Differences in Influenceacility: Toward Specifying the Underlying Processes. Personality and Social Psychology Bulletin, 6(4), 651-656.
Ren, X. (2019). Exploring consumer resistance to hard-sell advertising tactics. Journal of Consumer Behavior, 42(7), 512–528.
Salim, S. A., & Md Sofri, N. A. (2022). The relationship between soft-sell advertising and online purchase intention. Research in Management of Technology and Business, 3(1), 95–111.
Shao, Z., Zhang, L., Pan, Z., & Benitez, J. (2023). Uncovering the dual influence processes for click-through intention in the mobile social platform: An elaboration likelihood model perspective. Information & Management, 60(5), 103799.
Verot, F. (2023). Douyin marketing strategies: Leveraging hashtag challenges and live broadcasts for brand engagement. Journal of Social Media Advertising, 19(1), 75–92.
Xu, M., & Wu, Z. (2022). A study on story marketing strategies: The differential impact of brand story endings on consumer brand attitudes. Fortune Times, 10, 58–61.
