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Academic Journal of Business & Management, 2024, 6(1); doi: 10.25236/AJBM.2024.060135.

An empirical study of the impact of digital marketing on the brand image of new retail companies


Lyu Jikun1, Ding Xiaoxi2

Corresponding Author:
Lyu Jikun

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

Cite This Paper

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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