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The Impact of SHEIN’s Content Marketing on Consumer Perceptions in the Digital Marketing Process
- 1 Faculty of Business, Macao Polytechnic University, Macao, 999007, Macao China
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of the Internet and digital technology, content marketing strategy has become increasingly important in the field of digital marketing. However, there is insufficient research on how a brand’s digital content marketing affects consumers’ purchase intention, especially among emerging brands. In this study, the SHEIN brand was used as a reference. Through a comprehensive literature review and in-depth case analysis, this research systematically explores its core digital content marketing strategy and reveals the core elements of its success. The research results show that SHEIN’s user-generated content (UGC) strategy in digital content marketing, especially social media marketing, encourages consumers to independently shoot and write SHEIN product content, thereby increasing new consumers’ product recognition and thus influencing consumers’ purchases. This strategy not only deepens consumers' positive impression and awareness of the SHEIN brand but also significantly enhances their purchase intentions. Through this analysis, brands can effectively attract and retain customers by articulating their core values and developing precise digital content marketing strategies accordingly. This research provides valuable insights into how brands can build and implement effective content marketing strategies in the digital age, especially in terms of how to attract and retain younger consumers. At the same time, the companies should also realize that with the continuous advancement of technology, future digital content marketing strategies will continue to evolve, and brands need to maintain keen insights and constantly adapt to new market environments and consumer needs.
Keywords
Content Marketing, Digital Marketing, SHEIN, Customer Purchase Intention, Customer Perception
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Cite this article
Huang,T. (2024). The Impact of SHEIN’s Content Marketing on Consumer Perceptions in the Digital Marketing Process. Advances in Economics, Management and Political Sciences,102,44-50.
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