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Title: | 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 |
Authors: | Feiyang Ge |
Keywords: | GWM, Media Storytelling, Digital Marketing, Sales and Communications boosted |
Issue Date: | 2024 |
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. |
Description: | Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2023 |
Advisor(s): | Nattawat Wongwilatnurak |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/5807 |
Appears in Collections: | Independent Studies - Master Independent Studies
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