Social Media Marketing Effort of Mobile Phones, Brand Equity and Foreigner’S Consumer Behavior in China
Year: 2025
Type: article
Abstract: As far as social media marketing is concerned, there isn’t much corroboration as to the activities and actions that impact brand equity design and consumer behavior about the brand. This fact-finding will be based on looking into these connections by digging deeper into three Chinese mobile phone brands (Huawei, Xiaomi, and Oppo). To be thorough enough, this analysis will bring out the relationship between social media marketing, brand equity, consumer behavior, and the after-effects of these three. This research will evaluate the brands mentioned above’ social media marketing efforts, bringing it as a comprehensive concept that absorbs four features (information satisfaction, vividness, entertainment, and trendiness). Another benefit of this research is saving the purpose of bringing out social media marketing efforts having a productive effect on brand equity and specifically on these three points of brand equity (brand loyalty, brand awareness, and perceived risk).
DOI: 10.54097/mh95dd47
Institution: Zhejiang Sci-Tech University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412848423