Insights into Commercial Promotion on Social Media Platforms Based on College Students’ Usage Habits

: As a unique and influential group, college students’ usage habits on social media have a great impact on the commercial promotion on the social media platforms. The present study starts with the usage time and time period, and the usage motivations of the college students to summarize and discuss the possible impact of users’ usage habits on social media commercial promotion by sorting out the existing studies. Then, based on the above analysis, the optimization suggestions could be proposed for social media commercial promotion addressing the particularity of the college student users. The study results show that advertisers should appropriately reduce the quantity of advertisements on social media according to the usage time of the college students, and provides more precise delivery of advertisement during specific time periods. In addition, based on the usage motivations and needs of college students, the entertainment and sociability of promotion should be improved.