Research on Social Media Marketing Strategy and Corporate Brand Building in the Digital Age

Jiayi Guo ()
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Jiayi Guo: The Hong Kong Polytechnic University, The School of Hotel and Tourism Management

A chapter in Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), 2025, pp 187-201 from Springer

Abstract: Abstract Driven by the digital wave, the enterprise marketing strategy is experiencing unprecedented changes. The traditional marketing model has been difficult to meet the growing personalized and instant needs of consumers. The advent of the digital era provides enterprises with opportunities to use big data, artificial intelligence, social media and other emerging technologies to achieve precision marketing and deep user interaction. Enterprises must constantly innovate their social media marketing strategies, and combine with the social media marketing strategies to reshape the enterprise brand, in order to adapt to the rapidly changing market environment, and seize the dividends brought by digitalization.

Keywords: Digital age; Social media; Marketing strategy; Brand building (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-706-9_18

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DOI: 10.2991/978-94-6463-706-9_18

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