A Study Of Morphy’s New Media Marketing Strategy To Local Consumers’ Purchase Intention

Relying on the rapid development of digital technology,new media is widely used in our daily life,changing the way of information dissemination,and the development of new media,and it also makes the marketing methods of enterprises become diversified.Compared with the traditional marketing strategy,through the new media marketing can not only reduce marketing costs,but also let the enterprise and consumers have a stronger interaction between them,which is conducive to achieve the effect of viral marketing communication,so enterprises also pay more and more attention to new media marketing.New media marketing is not only a product of the information age,but also a strategic tool for enterprises to use limited resources to obtain maximum utility and occupy market share,and it is used in a wide range of industries.In recent years,China’s small home appliance market segments have shown a continuous increase in product sales,and the small home appliance market is growing strongly.As a representative brand in the emerging small home appliance market,Morphy has successfully opened up awareness and become known to consumers through its new media marketing strategy,while occupying the middle and high-end market share of the small home appliance industry.Therefore,studying the impact of Morphy’s new media marketing strategy in China on local consumers’ purchase intention not only enriches the current theory of new media marketing strategy on consumers’ purchase intention,but also serves as an inspiration and guidance for other small home appliance brands in China to develop their market.The analysis shows that the new media marketing strategy implemented by Morphy in China is mainly in the form of content marketing with opinion leaders on social media to promote the brand.Combining relevant literature and Morphy’s new media marketing strategy in China,this paper classifies opinion leader-based content marketing into informational content,entertainment content and emotional content,and studies its impact on consumers’ purchase intention.Then customer engagement was introduced as a mediating variable,and new media features including usefulness and interactivity were used as moderating variables to construct a theoretical model based on SOR theory.SPSS24.0 and AMOS23.0 software were used to process and analyze the collected questionnaire data.The results of the study showed that entertainment content and emotional content in opinion leader-based content marketing had a positive influence on consumers’ purchase intention,while the role of informational content on consumers’ purchase intention was not significant;customer engagement played a mediating role,between informational content and consumers’ purchase intention.Customer engagement plays a mediating role between informational content and consumers’ purchase intention fully,and partially mediating between entertainment and emotional content and consumers’ purchase intention.The characteristics of new media,namely usefulness and interactivity,do not play a moderating role between content marketing and consumers’ purchase intention.Based on the findings of the study,the implications for Chinese small home appliance brands in implementing new media marketing strategies are to pay attention to content marketing and content development on social media,secondly,to increase the importance of customer engagement,and finally,to find the characteristics of their own brand products and then conduct precise marketing.The implication of the study for Morphy’s future new media marketing strategy in China is to optimize the quality of the content and keep the innovation of the products.