Successfully build the brand through Content Marketing by Digital Marketing features- A case in Smart Phone Brand

Abstract

Smartphone has already become an essential product in our life The rise and fall of various brands and product competition are always the focus of market Due to the different limitation of product attributes consumers' perception of brand image is getting more and more important This thesis mainly discusses the communication of content information through multiple digital marketing and platform features when the smartphone brand establishes its brand image In addition to digital marketing the precision and the value of content marketing may also affect consumers' attention to recognize the brand's effectiveness especially in an information explosion and fatigue environment This thesis is expected to find out the effect of the aforementioned aspects according to literature and empirical research and to explore the effect of content marketing accuracy and content marketing value on brand image while using the feature of digital marketing platform as an mediation The results of the research found that the feature of the digital marketing platform has a positive effect on the smartphone brand image And it has a partial mediation between the value of content marketing and the brand image of smartphones The effect of content marketing's accuracy and value on the feature of digital marketing platforms is not supported The results show that making good use of digital marketing is very important for building brand image

Date of Award	2020
Original language	English
Supervisor	Meng-Kuan Lai (Supervisor)