• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
    • Frequency: Quarterly
    • DOI: 10.18178/IJIMT
    • Editor-in-Chief: Prof. Jin Wang
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HOME > Archive > 2022 > Volume 13 Number 4 (Nov. 2022) >
IJIMT 2022 Vol.13(4): 99-104 ISSN: 2010-0248
doi: 10.18178/ijimt.2022.13.4.929

Literature Review of New Media Marketing

Jiahua Chen

Abstract—This is a literature review on new media marketing. In the context of the new era, the rapid development and widespread use of Internet technology promotes the vigorous development of the new media industry. New media marketing arises at the historic moment. It not only gradually develops into an important aspect of marketing, but also becomes an important means of commercial promotion in the future. This paper summarizes and sorts out the current key literature on new media marketing, and summarizes the characteristics, advantages, disadvantages and strategies of new media marketing. The following findings are found in the study: the existing literature on new media marketing is small, the research focus is on new media marketing strategies, and there are limitations in research methods, fields and conclusions. This paper hopes to provide convenience and help for scholars studying new media marketing in the future through this review.

Index Terms—Advantages and disadvantages of new media marketing, marketing strategy, marketing characteristics, new media marketing.

Jiahua Chen is with the school of tourism management, South China Normal University, Guangzhou, Guangdong, China (e-mail: 20191132066@m.scnu.edu.cn).

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Cite: Jiahua Chen, "Literature Review of New Media Marketing," International Journal of Innovation, Management and Technology vol. 13, no. 4, pp. 99-104, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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