Author(s)

Wenyi Yuan ¹, Siwei Liu ², Ding Ma ²

Affiliation(s)

¹ School of Journalism and Communication, Wuhan University, Wuhan City, Hubei Province, China
² School of Economics and Management, Wuhan University, Wuhan City, Hubei Province, China

Corresponding Author

Wenyi Yuan

ABSTRACT

Private domain marketing, by building a pool of user traffic that is directly owned by brands or individuals, can be repeatedly reached, and is capable of one-to-one precision operation, is becoming an important part of the digital transformation of enterprises. As an important strategy of modern marketing, private domain marketing has a significant positive impact on consumer perception by building a direct connection between brands and consumers. The purpose of this paper is to explore how private domain marketing enhances consumers' brand awareness, trust and loyalty, and thus promotes brand value. Through literature review and case study analysis, this paper reveals the positive role of private domain marketing in consumer perception and provides valuable references for brand owners.

KEYWORDS

Private domain marketing; consumer perception; brand loyalty; user experience

CITE THIS PAPER

Wenyi Yuan, Siwei Liu, Ding Ma, A Study on the Positive Impact of Private Domain Marketing on Consumer Perception. Media and Communication Research (2024) Vol. 5: 36-43. DOI: http://dx.doi.org/10.23977/mediacr.2024.050406.

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