Research On The Improvement Of International Brand Localization Social Media Advertising Strategy ——Based On Marketing Of BM In The Chinese Market

Social media as one of the vehicles of digital marketing is valued by domestic and international brands.When marketing in international markets,brands need to retain their own characteristics while respecting the culture and development of the host country.Therefore,how to effectively use local mainstream social media for international marketing to adapt to the local culture and increase brand awareness requires rigorous argumentation.In this context,this paper takes the Italian brand BM（Brandy Melville）as the research object,and finds that the brand’s social media advertising in the Chinese market suffers from a lack of localized elements,lack of product information,unclear points of interest,single platform and unsystematic placement.Therefore,this paper explores the impact of the brand’s localized social media advertising in the Chinese market on consumers’ purchase intention and the paths of influence,and suggests corresponding improvements.This paper first defines localized social media advertising into five dimensions: localness,product information adequacy,platform diversity,market accuracy,and implementation effectiveness.The mediating variable is perceived value,the dependent variable consumer purchase intention,consumer ethnocentrism and clothing brand image are identified as moderating variables to explore the influence effect and the mechanism of action between them.Through the questionnaire method,421 valid samples were recovered for empirical analysis,and the following conclusions were drawn:（1）Localized social media advertising has a positive contribution to consumers’ purchasing intentionsLocalized social media advertising has the strongest effect of market accuracy on consumers’ purchase intention,with a standardized regression coefficient value of 0.231,while the effects of product information adequacy,platform diversity,implementation effectiveness,and localization are weaker in order,with correlation coefficients of 0.214,0.194,0.161,and 0.158,respectively,with p-values less than 0.05.For perceived value,platform diversity in localized social media advertising has the greatest effect on perceived value,with a standard regression coefficient of0.243.market accuracy,implementation effectiveness,localness,and product information adequacy have decreasing effects on perceived value in that order,with regression coefficients of 0.173,0.118,0.115,and 0.112,respectively,with p-values less than 0.05.similarly,improved localized social Similarly,improved localized social media advertising also has a significant positive effect on perceived value,which can improve consumers’ perception of the value of advertising and the purchase intention of the subjects.（2）Perceived value partially mediates the relationship between localized social media advertisements and consumers’ purchase intentionsThe t-values of all five dimensions of localized social media ads were significant at the 0.05 level after the intervention of perceived value.Perceived value partially mediates the effect of localization,product information adequacy,platform diversity,market accuracy,and implementation effectiveness on consumers’ purchase intentions.（3）Apparel brand image positively moderates the relationship between localized social media advertising and perceived valueThe regression coefficient of the interaction term of localized social media advertising*apparel brand image is 0.102,and the t-value is 3.003 and the p-value is less than 0.05.The regression coefficient passes the significance test,and apparel brand image positively moderates the relationship between localized social media advertising and perceived value.（4）Consumer ethnocentrism negatively moderates the relationship between perceived value and consumers’ willingness to buyThe regression coefficient of the interaction term of perceived value*consumer purchase intention was-0.103,and the t-value was-2.783 and passed the significance test,which means that consumer ethnocentrism negatively moderates the relationship between perceived value and consumer purchase intention.Based on the above findings,this paper proposes the following improvement suggestions for BM’s localized social media advertising: increase local elements,hire Chinese models or KOLs to promote the products;enrich product information and increase the content of promotional software;increase the platforms for promotion and publicity to reach more potential consumers;clarify product benefit points and reflect promotional strategies;and systematically place the ads to improve the efficiency of placement.The above suggestions aim to improve the conversion rate of advertising,enhance brand awareness and competitiveness.Finally,this paper presents the limitations of the change of research design and proposes relevant prospects.