A Review of Domestic and International Research on New Media Marketing
These authors contributed equally.
- 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.
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 -