Academic Journal of Business & Management, 2024, 6(10); doi: 10.25236/AJBM.2024.061001.
Deng Yuqin, Zhang Tongtong
Business School, Geely University of China, Chengdu, Sichuan, China
With the improvement of residents' living standards and the change of consumption concepts, people's demand for emotional support is increasing day by day, especially pet companionship has become an important emotional need. At the same time, the rise of social media has created a new type of digital social environment, providing new marketing channels for pet e-commerce. This article takes Boqi Pet as an example and explores the current situation and causes of its social media marketing based on the SICAS model through a questionnaire survey. This article reveals the social media marketing strategies of pet e-commerce in the era of digital intelligence from five dimensions: enhancing consumer perception, strengthening consumer interest interaction, strengthening connections and communication, expanding channels to promote consumer purchases, and driving user sharing with word-of-mouth. In addition, this article comprehensively applies social media marketing theory and SICAS model to conduct in-depth analysis of Boqi Pet's social media marketing strategy, aiming to provide theoretical and practical references for social media marketing in the pet e-commerce field.
Digital social networking; Pet e-commerce; SICAS model; Social media marketing
Deng Yuqin, Zhang Tongtong. Research on Social Media Marketing Strategies for Pet E-commerce Based on SICAS in the Digital Intelligence Era. Academic Journal of Business & Management (2024) Vol. 6, Issue 10: 1-6. https://doi.org/10.25236/AJBM.2024.061001.
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