Brand Communication Via Mobile Application for New Energy Automobile: A Content Analysis of NIO Brand in CHINA

Abstract

Due to the fast growth of the new energy vehicle in global markets especially in China, this study investigated NIO brand and its social media, NIO APP using both quantitative and qualitative content analysis of brand communication via NIO APP collected over 10 consecutive months (Januaray-October 2021). To identify genres and brand communicaiton in terms of business-to-stakeholder (B2S) and stakeholderto-buisness (S2B), 154 posts were purpoively selected from the brand’s official accounts and 112 posts randomly selected from stakeholders. Data analyses yield that communication in social media is very important for NIO, and that NIO strategically communicated within the APP to increase brand awareness among consumers. Findings not only provide management implications for brand managers or marketers of automotive industry using social media to build positive engagement with their target consumers, but also academic implications in brand communication.