Discussion on Customer Loyalty and Psychological Strategy Mechanism in New Media Advertising Era
Year: 2024
Type: article
Abstract: This paper will examine various types of advertisements in the first chapter, including traditional advertisements such as print media, broadcast media, and outdoor advertising, as well as digital advertisements including social media ads, search engine ads, and influencer marketing regarding aspects of audience reach, message delivering, the establishment of brand awareness(benefits) and also advertising costs, the measure of ROI, and consumer skepticism(costs). The second chapter highlights how effective advertising boosts sales and revenue by affecting purchasing decisions and fostering customer loyalty, which ultimately leads to sustained profitability. It also discusses the role of advertising in enhancing brand equity and loyalty by strengthening consumer perceptions of a brand's quality and credibility. The final chapter delves into the underlying psychological and strategic mechanisms of advertising, explaining how it leverages emotional appeals, social proof, and cognitive biases to influence consumer behavior. Additionally, it covers how advertising establishes brand positioning, differentiates products in the marketplace, and shapes consumer perceptions and buying habits.
Author: Mohan Zhou
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409884676