Research on the Strategy and Impact of the Brand “She Economy” Marketing Model in the Era of Social Media

Chaoran Cheng, Hongshuo Xu, Huiru Yang, Fangshuo Zhao

2025

Abstract

The issue of brand marketing has received widespread attention, but there are still shortcomings in guiding female consumers to consume. This article analyzes the marketing strategies adopted by brands in expanding female consumption and the impact they bring. It is concluded that in the social media environment, brands often expand their brand influence and enhance user interaction by giving more attention and encouragement to women, such as paying attention to the development of women's ideological concepts, the needs of the female era, and the emotional needs of women. In this process, they meet women's pursuit of wealth and power and even become a powerful force in promoting the social economy. However, gender-discriminatory marketing, creating anxiety, inducing consumption, and false advertising are still common occurrences. Based on this, this article proposes the following suggestions: it is necessary to enhance women's awareness of independent consumption in terms of consumption concepts, promote healthy aesthetic standards, cultivate rational consumption habits in product purchasing decisions, and improve the integrity of brand promotion in terms of advertising and marketing.

Paper Citation

in Harvard Style

Cheng C., Xu H., Yang H. and Zhao F. (2025). Research on the Strategy and Impact of the Brand “She Economy” Marketing Model in the Era of Social Media. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 765-769. DOI: 10.5220/0014280200004942

in Bibtex Style

@conference{apmm25,
author={Chaoran Cheng and Hongshuo Xu and Huiru Yang and Fangshuo Zhao},
title={Research on the Strategy and Impact of the Brand “She Economy” Marketing Model in the Era of Social Media},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={765-769},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014280200004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Research on the Strategy and Impact of the Brand “She Economy” Marketing Model in the Era of Social Media
SN - 978-989-758-791-7
AU - Cheng C.
AU - Xu H.
AU - Yang H.
AU - Zhao F.
PY - 2025
SP - 765
EP - 769
DO - 10.5220/0014280200004942
PB - SciTePress