The Study of Content Analysis of Zoo Brands on Chinese Social Media Which Affects Brand Preference of Customers in China

Abstract

This paper examines and identifies the types of content of zoo brands that affect brand preference of customers in China, with a focus on identifying and analyzing the types of content that a zoo brand launched on Chinese social media platforms and might affect brand preference of customers in China, and designing and developing the types of content that a zoo brand should launch on Chinese social media platforms, also focus on examining and evaluating the impact of different types of developed content on the brand preference of customers in China. Through a mixed methods of research between quantitative research (content analysis) and experimental-based research (design types of content and conduct A/B test via online questionnaire survey) approach, the study analyzes 18 representative contents that were posted on MWR official accounts between 1 May to 31 July, 2022 via coding sheet and types of content were designed by researcher, and online questionnaire survey was conducted. And presents findings on the impact of different types of developed content on the brand preference of customers in China. The research findings indicate that most of the respondents have positive attitude towards activity content for WeChat, compensation content for Weibo, and promotional content for Douyin, these types of content might build brand preference; While most of the respondents have negative attitude towards informational content for WeChat, informational content for Weibo, and entertainment content for Douyin, these types of content might not build brand preference. These findings have important implications for marketers, zoo brands, and scholars in follow-up research on content marketing in China, and suggest that the types of content that a zoo brand should launch on Chinese social media platforms. The study also highlights the need for identifying common characteristics of zoo audiences worldwide, analyze their attitudes towards zoo brand content, and design and deploy corresponding content types to observe actual effects, which could have significant impact on content marketing strategies for zoo brands globally. Overall, this paper contributes to content marketing of zoo brands in China by conduct content analysis of zoo brands on Chinese social media which affects brand preference of customers in China. This study has important implications for content marketing strategies for zoo brands in China, and provides a foundation for future research in this area.