The Impact of Co-branding under New Media Marketing on Consumer Purchase Intentions

Abstract

In the context of new media marketing, co-branding has a positive impact on consumer purchase intentions. Through new media platforms, co-branding activities are widely disseminated, increasing consumer awareness of products and making co-branded products a hot topic. Consumer trust in co-branded brands is strengthened, and through collaboration with other brands, consumers are more confident in the quality and reputation of co-branded products. Compared to other activities, co-branding aligns with brand market positioning. By collaborating with brands from different fields, co-branding achieves resource sharing and complementary advantages, enhances brand image, and creates uniquely charming co-branded products through partnerships with other well-known brands, strengthening consumer recognition and trust in the brands. Fully leveraging the advantages of new media marketing provides consumers with a diversified shopping experience, making the shopping process more interesting and enriching through personalized recommendations. Currently, WeChat public account marketing, social media marketing, and live streaming marketing are the main forms of new media marketing. By regularly posting content and interacting with fans, brands achieve precise marketing and attract user attention. In the future, brands should fully utilize the advantages of new media marketing, combined with co-branding strategies, to achieve more precise and efficient market promotion.