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Consumer Behavior Analysis and Marketing Strategy Optimization in the Digital Media Environment

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DOI: 10.23977/ieim.2023.061012 | Downloads: 306 | Views: 1434


Yifei Guan 1


1 School of Management and Economics, The Chinese University of Hong Kong (Shenzhen), Shenzhen, Guangzhou, 518100, China

Corresponding Author

Yifei Guan


Consumer behavior and marketing strategy optimization in the digital media environment are pivotal aspects of contemporary business operations. This paper explores the intricate dynamics of consumer behavior in the context of digital media, delving into facets such as online information seeking, social media engagement, e-commerce shopping patterns, and content consumption habits. Furthermore, it investigates the implications of these behaviors for marketing strategy optimization, emphasizing the importance of personalized content, social media advertising, e-commerce platform enhancements, and data-driven decision making. This research draws from a diverse array of data sources, including surveys, interviews, and online analytics, to provide a comprehensive analysis. The findings contribute valuable insights into consumer behavior trends and actionable strategies for businesses to succeed in the digital media landscape. By adhering to best practices and understanding emerging trends, businesses can navigate the dynamic digital environment effectively.


Consumer Behavior, Digital Media, Marketing Strategy, Online Information Seeking, Social Media Engagement, E-commerce, Content Consumption Habits, Personalized Content, Data-Driven Decision Making, Optimization


Yifei Guan, Consumer Behavior Analysis and Marketing Strategy Optimization in the Digital Media Environment. Industrial Engineering and Innovation Management (2023) Vol. 6: 87-94. DOI:


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