Year: 2025
Type: article
Abstract: With the rapid development of digital marketing, traffic marketing has become an important strategy for brand promotion. As the two core methods of traffic marketing, star effect and co-branded marketing have a profound impact on consumers' purchase behavior. This paper uses CASETIFY, a well-known mobile phone case brand, as a case study to explore how traffic marketing impacts consumer purchase behavior through brand loyalty as an intermediary variable. Using case analysis and data research, this paper offers recommendations for optimizing traffic marketing strategies to help brands maintain a competitive edge in a crowded market.
Source: CREATIVE ECONOMY
Author: Keyue Hu
Institution: Zhejiang Gongshang University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410900960