Online & Offline Media of Selected Microenterprises in The Digital Era Towards an Improved IMC Strategies in Guangdong China

SHAOMIN WU

doi:10.54097/z749db60

Authors

SHAOMIN WU

DOI:

https://doi.org/10.54097/z749db60

Keywords:

Integrated Marketing Communication (IMC), Microenterprises, Online Media, Offline Media, Guangdong, Marketing Strategies

Abstract

This study explores the integration of online and offline media strategies of selected microenterprises in Guangdong Province, China, aiming to enhance integrated marketing communications (IMC) in the digital era. Through questionnaire-based empirical analysis, the study identifies key elements that influence marketing effectiveness, focusing on online social influence and offline media. The findings show that enhancing customer engagement, improving content quality, and leveraging platform relevance are critical to maximizing online interactions. In addition, integrating digital channels, implementing omnichannel marketing strategies, and optimizing digital footprints are key to improving offline media effectiveness. The study highlights the need for microenterprises to adopt a coherent approach that leverages online and offline channels to create a unified brand experience that drives better market performance. The study highlights the importance of constantly adapting to changing consumer behaviors and preferences to ensure that marketing plans remain relevant and effective. For businesses, the research underscores the urgent need to better leverage digital channels and deepen customer engagement to stay competitive and foster growth in a constantly evolving market. by providing actionable insights, this study provides practical recommendations for microenterprises seeking to optimize their marketing strategies in a rapidly evolving digital environment.

Downloads

Download data is not yet available.

References

[1] Abaddi, S., & Al-Shboul, M. (2023). Revealing the hidden: Challenges facing early digital entrepreneurs in Jordan. Management & Sustainability: An Arab Review. https:// doi. org/ 10.1108/msar-02-2023-0011W.-K. Chen, Linear Networks and Systems (Book style). Belmont, CA: Wadsworth, 1993, pp. 123–135.

[2] Akter, S., Hossain, T., & Strong, C. (2021). What omnichannel really means? Journal of Strategic Marketing, 29, 567-573. https://doi.org/10.1080/0965254X.2021.1937284.

[3] Anand, A., Dutta, S., & Mukherjee, P. (2020). Influencer marketing with fake followers. https://doi.org/10.2139/ SSRN. 3306088.

[4] Brodie, R., Fehrer, J., Jaakkola, E., & Conduit, J. (2019). Actor engagement in networks: Defining the conceptual domain. Journal of Service Research, 22, 173-188. https://doi.org/ 10. 1177/1094670519827385.

[5] Bushuyev, S., Rybakov, E., & Zavalishin, I. (2021). Digital footprints in project management: An entropy model. Project Management Journal, 52(4), 427-440. https://doi.org/ 10.1177/ 87569728211037595.

[6] Chen, S. (2023). Impact of social media on user engagement through the lens of media system dependency theory. Advances in Education, Humanities and Social Science Research. https:// doi. org/10.56028/aehssr.8.1.212.2023.

[7] Gong, Q., Chen, Y., He, X., Xiao, Y., Hui, P., Wang, X., & Fu, X. (2021). Cross-site prediction on social influence for cold-start users in online social networks. ACM Transactions on the Web (TWEB), 15, 1-23. https://doi.org/10.1145/3409108.

[8] Herlina, M., Rinaldi, B., & Rahmasari, A. (2023). Digital learning experience among newbie entrepreneurs. E3S Web ofConferences.https://doi.org/10.1051/e3sconf/202338804037.

[9] Hollebeek, L., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41. https://doi.org/ 10. 1016/ j.intmar.2018.07.003.

[10] Hossain, T., Akter, S., Kattiyapornpong, U., & Dwivedi, Y. (2020). Reconceptualizing integration quality dynamics for omnichannel marketing. Industrial Marketing Management, 87,225-241. https://doi.org/10.1016/j.indmarman.2019.12.006.

[11] Huang, N., Yan, Z., & Yin, H. (2021). Effects of online–offline service integration on e‐healthcare providers: A quasi‐natural experiment. Production and Operations Management.

[12] Hu, R., Conway, S., Zhang, G., Liu, X., & Chen, C. (2023). Developing an evaluation index system for enterprise niche. Systems, 11, 37. https://doi.org/10.3390/systems11010037.

[13] Hu, Y., & Xu, B. (2019). The research of the each other support between online sales and offline store based on the marketing mix. Proceedings of the 1st International Conference on Business, Economics, Management Science (BEMS 2019). https://doi.org/10.2991/BEMS-19.2019.12.

[14] Jiang, H., & Murmann, J. (2022). The rise of China's digital economy: An overview. Management and Organization Review, 18, 790-802. https://doi.org/10.1017/mor.2022.32.

[15] Kawanaka, S., & Moriwaki, D. (2019). Uplift modeling for location-based online advertising. Proceedings of the 3rd ACM SIGSPATIAL International Workshop on Location-based Recommendations, Geosocial Networks and Geoadvertising. https://doi.org/10.1145/3356994.3365505.

[16] Khairunissa, K. (2020). University students' ability in evaluating fake news on social media. Rechtsidee, 6, 136-145. https://doi.org/10.20473/rlj.v6-i2.2020.136-145.

[17] Lyu, J., & Brewster, M. (2020). Exploring the parasocial impact of nano, micro, and macro influencers. Pivoting for the Pandemic. https://doi.org/10.31274/ITAA.12254.

[18] Mahesh, V. J., & Thanushree, H. (2020). Impact of social media advertisement on consumer purchasing behaviour. The Journal of Contemporary Issues in Business and Government, 26, 634-638. https://doi.org/10.47750/CIBG.2020.26.02.087.

[19] Mikalef, P., Boura, M., Lekakos, G., & Krogstie, J. (2019). Big data analytics and firm performance: Findings from a mixed-method approach. Journal of Business Research. https://doi. org/ 10.1016/J.JBUSRES.2019.01.044.

[20] Ornelas, E., & Mena, R. (2019). A mixed methodology to discover what young people know about digital footprint. Proceedings of the IX Latin American Conference on Human Computer Interaction. https://doi.org/10. 1145/ 3358961. 3358987.

[21] Sayed, A. (2022). The interrelationship between niche marketing and competitiveness. International Design Journal. https://doi.org/10.21608/idj.2022.234783.

[22] Schweitzer, F., Hende, E., & Hultink, E. (2020). There's more than one perspective to take into account for successful customer integration into radical new product innovation: A framework and research agenda. IEEE Transactions on Engineering Management, 67, 813-829. https://doi.org/ 10. 1109/ TEM.2019.2893060.

[23] Sharma, D., & Singh, B. (2021). Understanding the relationship between customer satisfaction, customer engagement, and repeat purchase behaviour. Vision, 27, 449-457. https://doi.org/10.1177/0972262921992593.

[24] Socuaji, A., Note, K., Remetio, E., Tolete, R., Vallan, C., & Lapuz, M. (2022). Trail of journey: An analysis of digital footprints on content attributes and initiation of Filipino travel-related contents on YouTube. 2022 2nd International Conference in Information and Computing Research (iCORE), 264-269. https://doi.org/10.1109/iCORE58172.2022.00064.

[25] Tsoumakos, D., & Giannakopoulos, I. (2020). Content-based analytics: Moving beyond data size. 2020 IEEE Sixth International Conference on Big Data Computing Service and Applications (BigDataService), 33-40. https://doi.org/ 10. 1109/ BigDataService49289.2020.00013.

[26] Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. https://doi.org/10.1016/J.Jbusres.2018.08.032.

[27] Zatout, C., Guessoum, A., Neche, C., & Daoud, A. (2019). Prediction of the engagement rate on Algerian dialect Facebook pages. In Proceedings of the 2019 International Conference on Information Systems and Management Science, 163-185. https://doi.org/10.1007/978-3-030-34614-0.

[28] Zhang, L., Zhan, G., Li, Q., & Ren, J. (2022). Does platform type matter? A semantic analysis of user attitude formation on online platforms. Frontiers in Psychology, 13. https://doi.org/ 10. 3389/fpsyg.2022.1005429.

[29] Zhang, R., & Liu, Q. (2023). Resource allocation strategies for integrated online and offline marketing in Chinese microenterprises. Journal of Digital Commerce, 12(3), 45-59. https://doi.org/10.1016/j.digcom.2023.01.00.

[30] Zhu, W. (2023). Research on the impact of multi-channel integration quality on customers’ engagement behavior. Frontiers in Business, Economics and Management. https://doi. org/10.54097/fbem.v7i2.4892.