The Impact of Social Media "Seeding Content" on College Students’ Brand Loyalty

Abstract

This study systematically reviews 38 core articles published between 2018 and 2024 that examine how social media “seeding content” influences brand loyalty among college students. With social media penetration surpassing 90% among Generation Z, college students’ consumption decision-making has gradually shifted from functional comparison to content-driven motivation. The analysis focuses on three core dimensions: visual appeal, content credibility, and interactivity. Findings reveal that, at the theoretical level, an integrated “stimulus–cognition–behavior” chain has been formed, yet significant gaps remain in the integration of neural mechanisms, the exploration of group-specific characteristics, and longitudinal dynamic effect tracking. Methodologically, most studies rely on traditional measurement scales (e.g., Li Yucui’s visual appeal scale, Su Qisheng’s loyalty scale) but lack cross-platform frameworks and dynamic effect assessments. Future research should strengthen campus-specific model construction, integrate multi-modal approaches, and conduct cross-cultural comparative analyses. These steps would not only deepen consumer behavior theory but also provide theoretical foundations for precise Generation Z marketing.