Research on the Influencing Factors of Brand Diffusion via Social Media

Abstract

[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.