Analysis of the effectiveness of social media marketing on China-Kazakhstan cross-border e-commerce platforms
Abstract
trade and regional economic cooperation. Cross-border e-commerce transactions between China and Kazakhstan, in particular, have shown
rapid growth in recent years. Social media, as a key marketing tool, significantly impacts companies’ brand communication, user engagement,
and sales conversion. This paper examines major cross-border e-commerce platforms between China and Kazakhstan. By collecting social
media data, user engagement metrics, and sales conversion data, it analyzes the platforms’ strategies in content publishing, event planning,
KOL collaboration, and advertising, and evaluates their marketing effectiveness. The study found significant differences across platforms in
strategy design, content format, and user engagement. Highly interactive content and KOL collaboration significantly boost user engagement
and purchase conversion. Based on this analysis, this paper proposes recommendations, including optimizing content strategies, adjusting advertising timing, and strengthening KOL resource integration. This paper provides practical insights for cross-border e-commerce companies
to enhance their social media marketing effectiveness in the Central Asian market and provides data support and an analytical framework for
related academic research.
Keywords
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DOI: http://dx.doi.org/10.18686/fm.v10i6.14338
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