Research on the Communication Strategies of China-chic brands in Social Media from the Perspective of Symbolic Interactionism
Year: 2024
Type: article
Abstract: In recent years, an increasing number of China-chic brands have been disseminating their brand culture and philosophy to consumers by using social media platforms. However, this process has given rise to numerous challenges, such as commercialization and information overload. This paper, from the perspective of symbolic interactionism, delves into these issues and proposes strategies for China-chic brands to enhance their cultural communication effectiveness. Specifically, brands can achieve this by deepening the connotation of cultural symbols, implementing precise content positioning, adopting storytelling marketing, and encouraging cultural co-creation. This study provides theoretical backing for China-chic brands' social media-based communication mechanisms, thus being of great practical and theoretical significance for advancing China-chic brands' development.
Source: Economic society and humanities.
DOI: 10.62381/e244c11
Author: Ziyi Zhao
Institution: Guangdong University of Science and Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409830805