Abstract: Against the backdrop of rapid updates and iterations of the Internet, the rise of short videos has made Social E-Commerce a new business model. Using the Kuaishou platform as a case study, this paper aims to explore marketing strategies for Social Networking Site from the perspective of AISAS theory. Through literature review, case analysis, in-depth interviews, and content analysis, it reveals Kuaishou’s current practices in attracting users’ attention, stimulating interest, promoting searches, driving actions, and encouraging sharing, as well as identifying major issues faced by the platform, including content quality, user experience, brand image, pricing and promotions, and technical functions. The paper provides optimization strategies for Kuaishou, primarily focusing on improving content quality, enhancing user experience, reshaping brand image, optimizing pricing strategy, and increasing investment in technological innovation, in order to enhance marketing effectiveness and competitiveness, and achieve sustainable development. This study not only enriches the application of AISAS theory in the Social E-Commerce environment, but also offers directions for optimizing marketing strategies for Social E-Commerce platforms.
Keywords: AISAS Theory, Social E-commerce Platform, Marketing Strategy.
Title: The study on Marketing Strategies of Social E-commerce Platforms by AISAS Theory -Taking Kuaishou as an Example
Author: Dr. Lifen Tsai, Yinxue Ruan
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 4, October 2025 - December 2025
Page No: 577-584
Research Publish Journals
Website: www.researchpublish.com
Published Date: 15-December-2025
