The Effectiveness of Private Domain Traffic Strategy in Large Cooperation
Taking Lululemon as a Classic Example
Authors
Haotian Xiang1, *, Qing Wang2, Jie Cui3, Jinyi Yang4, Yiqin Zhang5
1Schoole of tourism, Hainan University, Haikou, Hainan province, 570228, China
2Department of Mathematics, University College London, London WC1E 6BT, United Kingdom
3Durham University Business School, Durham University, Durham DH1 3LB, United Kingdom
4Fisher College of Business, Ohio State University, Columbus, OH 43210, United States
5Department of International and Global Studies International and Global Studies and Business, Brandeis University, Waltham, MA 02453, United States
*Corresponding author Email: Haytishayton@gmail.com
Corresponding Author
Haotian Xiang
Available Online 15 December 2021.
- DOI
- 10.2991/assehr.k.211209.441How to use a DOI?
- Keywords
- Influencer Marketing; Private Domain Traffic Strategy; Traditional Marketing; Lululemon
- Abstract
Influencer marketing considered an emerging marketing tool has been used by most of the large corporations and developed a few branches such as public traffic pool strategy as well as influencer marketing strategy. Private traffic pool strategy is one of them. Normally, this method suits companies with a limited scale due to its limited exposing power. However, in this paper, Lululemon was chosen as a sample of large corporations, and a survey was adopted to measure the effectiveness of the private traffic pool strategy in large companies. We found that the private traffic pool strategy not only suits large companies but also has positive effects on sale-growing as well as reputation-building.
- 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 - Haotian Xiang AU - Qing Wang AU - Jie Cui AU - Jinyi Yang AU - Yiqin Zhang PY - 2021 DA - 2021/12/15 TI - The Effectiveness of Private Domain Traffic Strategy in Large Cooperation BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 2712 EP - 2716 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.441 DO - 10.2991/assehr.k.211209.441 ID - Xiang2021 ER -