Analyzing the Phenomenon of the Increase of Brand Awareness of Mixue Ice Cream & Tea in Chinese Market through Para-social Interactivity Theory

Abstract

The milk tea industry in China is getting very popular now. Mixue Ice Cream & Tea is one of the most well-known milk tea brands in China. This paper will focus on analyzing the particular phenomenon that happened to this brand after they applied social media. And the purpose of this study was to explore how social media impact Mixue Ice Cream & Tea mainly on the development of brand awareness and the boost of sales. The improvement of Mixue Ice Cream & Tea is explained through the para-social interaction theory (PSI). After the SWOT analysis method, the research indicates that the Mixue Ice Cream & Tea mascot developed a generally positive image in customers’ minds and allowed PSI to work.  social media promoted Mixue Ice Cream & Tea mainly on the brand awareness and the number of sales, and Mixue Ice Cream & Tea should put more effort into social media to improve more on the different aspects of its brand.