Author(s)

Zhen Zhang, ZhuoXian Hong, JiaHuan Zhang, GuoHui Zhou^*

Affiliation(s)

Guangzhou Huashang College, Guangzhou 511300, Guangdong, China.

Corresponding Author

GuoHui Zhou

ABSTRACT

Under the background of the deep integration of the global digital economy and cross-border e-commerce, the wig market in the U.S. shows unique growth momentum and market complexity with high reliance on digital marketing. As a typical representative of China's wig industry going overseas, the company has relied on TikTok and other platforms to build a digital marketing ecosystem, achieving an average annual revenue growth of 30% in the U.S. market. Based on a three-dimensional model of economy, environment, and society, this paper analyzes wigs in TikTok's live-broadcast marketing, UGC content segmentation, and green brand narratives. It addresses the challenges of cultural adaptation and traffic involvement faced by African-American consumers. The study finds that accurate, data-driven, localized product development, multi-platform, synergistic omni-channel operations, and social responsibility integration are the core path to digital marketing sustainability. The findings provide theoretical guidance for the digital transformation of cross-border e-commerce companies in culturally sensitive markets and validate the practical value of the "Technology Enablement - Value Symbiosis - Ecological Construction" model.

KEYWORDS

Wigs; African-American consumers; Digital marketing; Sustainability

CITE THIS PAPER

Zhen Zhang, ZhuoXian Hong, JiaHuan Zhang, GuoHui Zhou. The sustainability of digital marketing based on African-American consumers-taking Tiktok American district wigs as an example. Social Science and Management. 2026, 3(1): 33-38. DOI: https://doi.org/10.61784/ssm3078.

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