Year: 2025
Type: article
Abstract: With the rapid development of information technology, the wave of digitaliza-tion has profoundly changed the marketing landscape. Traditional marketing channels are facing challenges, and emerging digital marketing channels such as search engine marketing, social media marketing, content marketing, email marketing, and short video and live streaming marketing have become an im-portant way for enterprises to build their brands and connect with consumers by virtue of their precise, interactive and efficient features. The purpose of this paper is to discuss the types and characteristics of marketing channels in the digital era, and to analyze the measurements and influencing factors of brand loyalty and its new changes in the context of digitalization. On this basis, it fo-cuses on analyzing the influence mechanism of digital marketing channels on brand loyalty, including enhancing brand awareness, promoting emotional connection, improving purchase convenience and realizing precision market-ing. Finally, combining theoretical analysis and practical insights, we put for-ward strategic suggestions such as optimizing digital marketing channel combi-nations, strengthening brand-consumer interactions, improving the quality of digital marketing content, and utilizing data-driven marketing decision-making, with a view to providing theoretical references and practical guidance for en-terprises to enhance brand loyalty in the digital era.
Source: Economics & Business Management
DOI: 10.63313/ebm.9061
Authors: Gaofeng Feng, Yangzhi Ou
Institution: Philippine Christian University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410810180