Social Media Marketing Effort of Mobile Phones, Brand Equity and Foreigner’S Consumer Behavior in China

Rutendo Samantha Marere; Hua Cheng; Glory Mphaluwa

doi:10.54097/mh95dd47

Authors

Rutendo Samantha Marere
Hua Cheng
Glory Mphaluwa

DOI:

https://doi.org/10.54097/mh95dd47

Keywords:

Social media, Marketing, Social Media Marketing Effort (SMME), Brand Equity (BE), Consumer Behavior (CB)

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).

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