Exploring the Impact of Chinese Digital Media Marketing on Consumer Behavioral Decisions
Abstract
Consumer nowadays dwell in the digital information age and the ever-developing digital technology hence digital media has eventually become an integral part of their lives. Through the information provided by all media, consumer transaction behavior, big data technology analysis pushes more precise information to consumers and helps publicity achieve its goals. Thus, this paper adopts digital media and consumer analysis and discusses the impact with specific cases of digital media marketing on consumer behavioral decision-making process and the relationship between the two in China. Therefore, it makes some suggestions to safeguard the consumer's rights and interests. Results of this study reveal that Chinese Digital Media Marketing reaches a broader scope compared to Chinese Traditional Marketing. Consumers may opt for their favorite products and information more freely and actively. Various marketing strategies under this Emerging Media Marketing approach are more targeted. They seem to align with the preference of different consumer classes, which enhances the stickiness of product users and, to some extent, pushes economy development.
References
- Discover Report. (n.d.). Discover report - A professional research report platform: Includes a large number of industry reports, brokerage firms research reports, and free share industry research reports. Retrieved January 17, 2025, from https://www.fxbaogao.com/view?id=4421861&query=%7B%22keywords%22%3A%22%E7%A4%BE%E4%BA%A4%E5%AA%92%E4%BD%93%22%7D&index=0&pid=&xid=
- Goldman, J. (2024, December 9). GroupM forecasts global ad spending to reach $1 trillion milestone by 2024. EMARKETER. Retrieved from https://www.emarketer.com/content/global-ad-revenues-hit-1-trillion-milestone-2024-says-groupm-forecast
- Balbi, G., & Magaudda, P. (2018). Digital media history: Cross-media and global perspectives. routledge.
- Al Kurdi, B., Alshurideh, M. T., Alshurideh, H., & Alzoubi, A. A. (2022). The Impact of Social Media on Customer Behavior during COVID-19. International Journal of Business Analysis and Security (IJBAS), 2(1), 126-140.
- Nuseir, M. T. (2016). Exploring the use of online marketing strategies and digital media to improve brand loyalty and customer retention. International Journal of Business and Management, 11(4), 228-238.
- Stephen, A. T. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior.Current opinión in Psychology, 10, 17-21.
- Liu, Xinghui. (2014). The impact of new media on traditional media. China Packaging Industry (20), 108-109. doi:10.14047/j.cnki.cpi.2014.20.075.
- Yan D, Ma Xin, Qiu Shiyun, Jiang Minzhen. Regulatory Countermeasures of Implanted Advertising under the Vision of Current Advertising Law[J]. Satellite TV and Broadband Multimedia, 2020(13): 128-130.
- Sun Ling, Rao Rong & Zhang Huapin. (2024). Research on cosmetic marketing transformation by celebrity endorsement under fan economy. Mall Modernization (20), 74-76. doi:10.14013/j.cnki.scxdh.2024.20.031.
- Liu, F.J., Meng, L., Chen, S.Y., & Duan, Shen. (2020). Research on the impact of Netflix live streaming on consumers' purchase intention and its mechanism. Journal of Management, 17(1), 94.