The Influence of Digital Marketing Strategies and Media Storytelling Techniques via DOUYIN Platform on the Customer Engagement and Purchase Decision: A Case Study of GWM in China

Abstract

This study mainly dissect how digital marketing strategies and media storytelling techniques on DOUYIN can affects customer engagement and decision which focus on a case study of GWM in China. Thus, in order to be more precise, the following is a list of the research objectives of this study: (1) To investigate how innovative digital marketing communication techniques can help GWM Cars increase sales and improve their business; (2) To explore ways to engage customers and make them more aware of the GWM Cars brand using media storytelling in digital marketing strategies on DOUYIN platform; (3) To examine how GWM Cars can integrate their online and offline marketing efforts effectively. It involved 8 managers working in GWM stores in China as informants to participate in an in-depth interview. Four of them are managers responsible for daily sales, and the other four are managers responsible for multimedia platform operations. The study provides insight into the effectiveness of digital marketing strategies for GWM in China. The findings revealed that digital marketing strategies correlated with improved sales performance, customer engagement can be enhanced through targeted social media campaigns and influencer partnerships, significant growth can be found in brand recognition due to consistent online presence, and successful strategies involved seamless integration of digital campaigns online with physical showroom experiences offline.