Academic Journal of Business & Management, 2024, 6(1); doi: 10.25236/AJBM.2024.060135.
Lyu Jikun1, Ding Xiaoxi2
1Ji'an Vocational and Technical College, Ji'an, Jiangxi, China
2Cavite State University, Manila, Philippine
With the increasing development of digital technology, digital marketing plays a crucial role in the modern business process, and many companies regard it as a key way to achieve business growth and improve competitiveness. This paper empirically analyses the relationship between digital marketing activities, customer service, informativeness, user trust and brand image, and proposes management countermeasures to enhance the brand image of new retail enterprises. This study provides some references and lessons to the theoretical and empirical research on the impact of digital marketing on brand image of new retail enterprises.
Digital marketing, New retail enterprises, Brand image
Lyu Jikun, Ding Xiaoxi. An empirical study of the impact of digital marketing on the brand image of new retail companies. Academic Journal of Business & Management (2024), Vol. 6, Issue 1: 240-245. https://doi.org/10.25236/AJBM.2024.060135.
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