A Case Study of the Impact of Digital Marketing Strategies on Brand Expansion of Haoyun E-Commerce

Abstract

This study investigates the impact of digital marketing strategies—social media marketing, influencer partnerships, and online advertising—on brand expansion of Haoyun E-Commerce, a virtual brand in China’s 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 Haoyun’s 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 brand’s 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

6617195748 Guo Zheng, Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), A Case Study of the Impact of Digital Marketing Strategies on Brand Expansion of Haoyun E-Commerce, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย