Digital Brand Management in Social Media: A Case Study of Want Want's Consumer Engagement Strategy on Chinese Platforms

Zhe Chen

doi:10.71222/m15vwn38

Authors

Zhe Chen HKU Business School, The University of Hong Kong, Hong Kong, China Author

DOI:

https://doi.org/10.71222/m15vwn38

Keywords:

digital brand management, social media marketing, anthropomorphic branding, consumer engagement, Chinese market, Douyin

Abstract

This study investigates the digital brand management strategies of Want Want Holdings Limited on Chinese social media, with a specific focus on anthropomorphic branding and consumer engagement. Employing a single case study methodology, the research analyzes the brand's official Douyin presence alongside user-generated content over one year period, utilizing content analysis of posts, engagement metrics, and brand consistency evaluation. Findings indicate that Want Want effectively utilizes anthropomorphic characteristics to foster emotional connections across diverse consumer demographics and maintains coherence between its official messaging and user interpretations, demonstrating successful digital brand identity management. However, challenges to brand authenticity arise from unofficial content creators imitating brand elements. The study yields insights for international brands operating within China's digital ecosystem, emphasizing the strategic imperative to balance brand control with organic user engagement. It contributes to understanding brand management in emerging digital markets, specifically elucidating the interplay between anthropomorphic branding and social media engagement in the Chinese context.

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