Digital operation and consumer participation of local brands

Abstract

In the age of Web3.0, the information exchange has become much wider and faster ever than before. Consumers not only pay for the goods, but also pay for the brands to show their identity and attitude. Compared with traditional media, internet features the immediacy and lower cost, which ensure local brands connect and interact with consumers more closely. Therefore, taking the local brands of Tainan as the researching subject, the study discussed how those brands work with consumers to form brand values through regional cooperation and digital marketing. First, the study mapped the digital channels and modes of the interactions between brands and consumers through literature review and second-hand data collection; second, interviews were conducted among consumers to collect their views on the digital strategy of the brands, in order to form the key points and reference index of digital marketing and the consumer participation model for brands. The conclusion of the study provides a reference on digital strategy-making to local brands, helping them create sustainable operation on behalf of consumers.