Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

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

Authors
Chuman Zhang1, *, Tongqing Gu2
1Southwestern University of Finance and Economics, Chengdu, 611130, China
2Chengdu University of Information Technology, Chengdu, 610225, China
*Corresponding author. Email: 18011499739@139.com
Corresponding Author
Chuman Zhang
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_70How to use a DOI?
Keywords
Social Media; E-commerce; Xiaomi
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_70How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Chuman Zhang
AU  - Tongqing Gu
PY  - 2025
DA  - 2025/12/03
TI  - The Role of Social Media in Driving E-commerce Growth: The Case of Xiaomi in China
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 732
EP  - 737
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_70
DO  - 10.2991/978-94-6463-888-2_70
ID  - Zhang2025
ER  -