An empirical analysis of digital content marketing models in Baijiu enterprises: Operational logic and optimization paths
Year: 2025
Type: article
Abstract: With the rapid development of the digital economy, the digital content marketing of Baijiu enterprises has become a critical strategy for enhancing the brand competitiveness. The operational logic and optimization paths of digital content marketing models were explored by an empirical analysis of the digital marketing practices of Kweichow Moutai Group. The study revealed that consumers' brand identity, purchase intention and word-of-mouth willingness were significantly enhanced by five dimensions of content marketing, including functional information, entertaining information, self-concept, social interaction, and brand interaction. Brand identity served as a mediating factor between content marketing and consumer behavior, while consumers' status motivation moderated this relationship. The optimization suggestions for digital content marketing were made, helping Baijiu enterprises overcome traditional marketing bottlenecks, achieve brand rejuvenation, and expand market reach.
Author: TIAN Wuxu, TONG Jun
Institution: Moutai Institute
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6922386974
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