Using Digital Marketing Strategy and Perceived Value to Promote Brand Trust of Chinese Mobile Phone Brands Lanxin ZHOU, Vuttichat Soonthonsmai
Rajamangala University of Technology Krungthep
Abstract
Over the past few years, China^s branded mobile phone industry has boomed and has become one of the largest mobile phone markets in the world. Numerous local brands are competing fiercely in the local market, making their presence felt internationally. However, as competition intensifies, brand trust has become one of the key factors in determining consumer purchasing decisions. When choosing a mobile phone brand, consumers are likelier to trust brands that excel in product quality, service, and value. Digital marketing strategies and perceived value play a key role in developing China^s branded mobile phone industry and establishing brand trust. The purpose of this study is to investigate the use of digital marketing strategies and perceived value to enhance brand trust in Chinese mobile phone brands. This paper reviews and summarizes relevant studies and related literature on digital marketing strategy, perceived value, brand trust, and Chinese mobile phone brands, and proposes a research model and develops a survey questionnaire- then, a survey is conducted using an online questionnaire to collect data on the research variables, and the data is analyzed by using SPSS to determine the influential relationship between digital marketing strategy and perceived value and brand trust- finally, in combination with the Chinese mobile phone brand market characteristics and research conclusions, it puts forward valuable suggestions for Chinese mobile phone brands.
Keywords: Digital Marketing Strategy, Perceived Value, Brand Trust, Chinese Mobile Phone Brands
