Title: A Review of Domestic and International Research on New Media Marketing
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 marke...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.Read More