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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5426

Title: Brand Communication Via Mobile Application for New Energy Automobile: A Content Analysis of NIO Brand in CHINA
Authors: Wang Peng Xiang
Keywords: Mobile APP
Social Media
Brand Communication
Uses and Gratification Theory (UGT)
Issue Date: 2020
Publisher: Bangkok University
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.
Description: Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2020
Advisor(s): Ratanasuda Punnahitanond
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5426
Appears in Collections:Independent Studies
Independent Studies
Independent Studies - Master

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