Research on Digital Operation Mechanism of Brand Marketing Under Public‑Private Domain Linkage

Abstract

The iteration of digital media has reconstructed the logic of marketing traffic. The customer acquisition cost in the public domain keeps rising, while the value of private‑domain assets is increasing. The two‑way linkage between public and private domains has become a critical path for brands’ digital transformation. Nevertheless, most enterprises only realize one‑way traffic diversion from the public domain to the private domain without building a complete closed‑loop system. Existing studies mostly focus on single channels and lack systematic quantitative analysis of linkage transmission mechanisms, boundary conditions and implementation paths (Naik P A & Peters K., 2009). Based on resource dependence theory, value co‑creation theory and closed‑loop system theory, this paper adopts grounded theory, PLS‑SEM and fsQCA methods and conducts empirical research with 287 consumer‑service brands as samples. The results show that the five dimensions of public‑private domain linkage positively improve marketing performance; user perceived value‑brand identification plays a chain‑mediating role; technological, organizational and competitive environments exert moderating effects. There exist three equivalent configurations for high‑performance outcomes: diversion‑oriented, technology‑empowered and private‑domain‑deep‑cultivation. This study clarifies the closed‑loop linkage mechanism and provides theoretical and practical references for enterprises’ marketing resource allocation.