E3S Web Conf.
Volume 189, 20202020 International Conference on Agricultural Science and Technology and Food Engineering (ASTFE 2020)
|Number of page(s)||5|
|Section||Natural Resources and Environmental Studies|
|Published online||15 September 2020|
Research on the Influencing Factors of Brand Diffusion via Social Media
School of Economics and Management, Beijing Information Science and Technology University;
2 Beijing Key Lab of Green Development and Decision Based on Big Data
* Corresponding author: firstname.lastname@example.org
[Purpose] The paper aims to identify the impact factors of brand diffusion via social media. It provides a theoretical reference for enterprises to choose social media and improves brand influence. [Method] First, we summarize the general path of brand diffusion through social media by studying the relevant literatures. Next, four popular social media WeChat, Weibo, Tiktok, and Taobao have been selected as research samples to analyze the different brand diffusion paths. Finally, we summarize the impact of brand diffusion on social media according to the paths. [Results] The result shows that the main factors influencing brand diffusion on social media are diffusion content, information credibility, audience participation, and diffusion path.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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