Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

A Review of Domestic and International Research on New Media Marketing

Authors
Keran Wang1, , Ke Yang2, *, , Yushan Zheng3,
1Western University, N6A 3K7, London, Ontario, Canada
2Henry W. Bloch School of Management, University of Missouri-Kansas City, 64110, Kansas City, Missouri, United States
3Newcastle University London, E1 7EZ, London, England

These authors contributed equally.

*Corresponding author. Email: kyf49@umsystem.edu
Corresponding Author
Ke Yang
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.055How to use a DOI?
Keywords
New media; Marketing; Social media; Internet
Abstract

With the development of science and technology and the popularity of the Internet and various smart devices, new media is growing rapidly worldwide, which has led to the development of new media marketing as a new international trend. Since there are numerous and wide range of studies in this field in China and abroad, this review aims to provide a clear overview of the research in the field of new media marketing. By using literary analysis and comparative research methods, the article mainly focuses on four dimensions of previous new media marketing studies, including concepts, manifestations, features, issues and solutions. Currently, domestic and foreign scholars have relatively consistent views on marketing features, but they have different opinions for the other three dimensions. Due to the late start of new media marketing in China, although the current studies have been gradually developed and improved, there is still a certain gap with foreign studies.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Download article (PDF)

Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.055How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Keran Wang
AU  - Ke Yang
AU  - Yushan Zheng
PY  - 2021
DA  - 2021/12/15
TI  - A Review of Domestic and International Research on New Media Marketing
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 321
EP  - 329
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.055
DO  - 10.2991/assehr.k.211209.055
ID  - Wang2021
ER  -