Under the background of the trend of social new retail, based on narrative transmission theory, this study collects 208 samples by questionnaire, integrating social media interaction and consumers’ purchase intention, and analyzes the conditional process of brand stories affecting how to affect consumers’ purchase intention by hierarchical regression method. The result shows that brand story has a positive impact on consumers’ purchase intention, and this process is realized through the intermediary of narrative transmission. Social media interaction negatively regulates the relationship between brand story and consumers’ purchase intentions. Finally, according to the research conclusion, it is suggested that enterprises and marketers pay attention to the role of brand story, make full use of various social media platforms, tell excellent brand stories, increase emotional resonance, and promote consumers’ purchase intention.
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