社会化媒体环境下的品牌传播及品牌形象差异——基于华为与海尔的比较研究

doi:10.16381/j.cnki.issn1003-207x.2019.1775

Abstract

Abstract: Social media has become an important way for company brand building. In this study, Huawei and Haier are selected as the research objects. Data mining and social network analysis methods have been used to study the brand diffusion process based on the data collected from 26,503,570 and 3,277,717 Weibo users. The information diffusion process has been analyzed by two typical events of the two companies’ Weibo accounts. Finally, by mapping the high-frequency words to investigate the difference between the brand image presented by social media and companies want to build.

Key words: social media; brand diffusion; brand image; differentiation

CLC Number:

G206

WANG Zong-shui, SUN Zhuo, ZHANG Jian. Research on Brand Diffusion and Brand Image Differentiation on Social Media: Comparison of Huawei and Haier[J]. Chinese Journal of Management Science, 2022, 30(6): 178-187.

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Research on Brand Diffusion and Brand Image Differentiation on Social Media: Comparison of Huawei and Haier

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