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Guo Zheng. A case Study of the impact of digital marketing strategies on brand expansion of Haoyun e-commerce. Master's Degree(International Business Management). Siam University. Library and Information Resource Center. : มหาวิทยาลัยสยาม, 2568.
A case Study of the impact of digital marketing strategies on brand expansion of Haoyun e-commerce
Name: Guo Zheng
keyword:
Independent Study
ThaSH:
Business management
Classification :.DDC: 658.827
ThaSH:
Electronic commerce
ThaSH:
Brand name products
ThaSH:
Branding (Marketing)
Abstract:
This study investigates the impact of digital marketing strategiessocial media marketing, influencer partnerships, and online advertisingon brand expansion of Haoyun E-Commerce, a virtual brand in Chinas competitive e-commerce landscape. Recognizing the importance of digital marketing in enhancing consumer engagement and brand growth, the study aims to examine how these strategies contribute to increasing brand reach and consumer loyalty. Specifically, the objectives are to explore the effects of social media marketing, influencer partnerships, and online advertising on brand expansion.
A quantitative research design was used, with data collected from 400 active online shoppers in China through an online survey. The sample was selected through convenience sampling, targeting individuals who frequently engage with digital media. A structured questionnaire was used to gather data on respondents perceptions of Haoyuns digital marketing strategies and brand expansion. Descriptive and inferential statistical analysis methods, including correlation and regression analyses, were employed to analyze the data and test the hypotheses.
The findings indicate that all three digital marketing strategies positively and significantly impact brand expansion. Social media marketing emerged as the most influential, suggesting that an active and engaging social media presence is essential for brand growth. Influencer partnerships also contributed positively, although their effectiveness depended on alignment with the brands target demographics. Online advertising was shown to enhance brand visibility and consumer recall, confirming its role as a valuable tool for expanding brand reach.
In conclusion, the study highlights the effectiveness of a multi-channel digital marketing approach in driving brand expansion for e-commerce brands. Recommendations include prioritizing social media engagement, selecting influencers aligned with target demographics, and using targeted online ads to maintain visibility. Future research may expand on this work by exploring additional digital strategies and examining these relationships in different cultural and regional contexts.
Keywords: social media marketing, influencer partnerships, online advertising, brand expansion
Siam University. Library and Information Resource Center
Address:
BANGKOK
Email:
library@siam.edu
Name: Zhang Li
Role:
Advisor
Created:
2568
Modified:
2568-09-02
Issued:
2025-09-02
วิทยานิพนธ์/Thesis
application/pdf
eng
Level: Master's Degree
Descipline: International Business Management
Grantor: มหาวิทยาลัยสยาม
©copyrights SIAM UNIVERSITY
RightsAccess:
ใช้เวลา
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Guo Zheng
| Title | Contributor | Type |
|---|---|---|
| A case Study of the impact of digital marketing strategies on brand expansion of Haoyun e-commerce
มหาวิทยาลัยสยาม Guo Zheng | Zhang Li | วิทยานิพนธ์/Thesis |
Zhang Li