Analysis of Consumer Behavior and Digital Marketing Strategies of Wearable Devices in the UK Market: Taking Xiaomi Smartwatch as an Example

DOI

10.2991/978-94-6239-777-4_30How to use a DOI?

Keywords

digital marketing; purchase intention; perceived value; advertising type; cultural adaptability

Abstract

This research investigates the optimization of digital marketing strategies for the Chinese technology brand Xiaomi within the UK smartwatch market. Amid the global boom of smart wearable devices, the UK market presents both opportunities and challenges for Chinese brands, particularly in advertising creativity and cross-cultural adaptation. The primary objective is to assess the influence of advertising type, promotion transparency, and cultural alignment on UK consumers’ purchasing decisions. Through literature review and questionnaire surveys targeting British consumers, data was collected and analyzed. Findings indicate that emotional advertising elicits higher purchase intent than functional advertising, promotion transparency fosters consumption via trust-building, and cultural adaptation significantly enhances advertising effectiveness. The study recommends enhancing ads’ emotional appeal, standardizing promotional information disclosure, and implementing culturally tailored strategies. Theoretically, it extends the technology acceptance model to cross-cultural contexts; practically, it offers localized marketing strategies for Chinese brands in the UK, contributing to Sino-British digital economic collaboration.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rui Ding
PY  - 2026
DA  - 2026/09/30
TI  - Analysis of Consumer Behavior and Digital Marketing Strategies of Wearable Devices in the UK Market: Taking Xiaomi Smartwatch as an Example
BT  - Proceedings of the 2026 8th International Conference on Economic Management and Cultural Industry (ICEMCI 2026)
PB  - Atlantis Press
SP  - 264
EP  - 274
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-777-4_30
DO  - 10.2991/978-94-6239-777-4_30
ID  - Ding2026
ER  -