The digital marketing by big bubble tea brand in China in 2023: A content analysis.

IF 3 3区 医学 Q2 NUTRITION & DIETETICS
Lin Wang, Navoda Nirmani Liyana Pathirana, Florentine Martino, Jia Ying Wu, Mengshan Ren, Kathryn Backholer
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引用次数: 0

Abstract

Objective: Bubble tea is known to have adverse health impacts due to its high sugar content. However, the influence of digital marketing on its consumption, especially among young people, remains unclear. This study aimed to describe the digital marketing strategies of Chinese bubble tea brands.

Design: A content analysis of all marketing posts made by the top three Chinese bubble tea brands (by market share) - XIXUE, HEYTEA, and NAYUKI - on Bilibili between 1st of January 2023 and 31st of December 2023.

Setting: Bilibili, a popular social media platform among Chinese young people, in 2023.

Participants: Not applicable.

Results: Branding is central to the digital marketing strategies of bubble team brands, with the majority of posts using brand logos (99%), branded effects (80.1%), and branded characters (63%), including children's characters (19%). Marketing strategies promoting user interaction were also common, reflected in the frequent use of hashtag campaigns (63%), general engagement strategies (43%), and competitions (10%). Cultural elements that are integrated into the marketing message to resonate with the audience's cultural identity were present in 47% of posts.

Conclusions: Bubble tea brands are using a range of digital marketing strategies to engage consumers and build brand presence in the competitive bubble tea market in China. Measures to protect young consumers from the exposure of such marketing should be considered as a way of improving population diets and reducing excess weight gain.

2023年中国大型奶茶品牌的数字营销:内容分析
目的:众所周知,珍珠奶茶含糖量高,对健康有不利影响。然而,数字营销对其消费的影响,特别是对年轻人的影响尚不清楚。本研究旨在描述中国珍珠奶茶品牌的数字营销策略。设计:对2023年1月1日至2023年12月31日期间,中国前三大珍珠奶茶品牌——喜茶、喜茶、爱之茶在哔哩哔哩上发布的所有营销帖子进行内容分析。故事背景:2023年,中国年轻人喜爱的社交媒体平台哔哩哔哩。参与者:不适用。结果:品牌是泡泡队品牌数字营销策略的核心,大多数帖子使用品牌标识(99%)、品牌效应(80.1%)和品牌角色(63%),其中包括儿童角色(19%)。促进用户互动的营销策略也很常见,反映在频繁使用标签活动(63%),一般参与策略(43%)和竞赛(10%)。在47%的帖子中,融入营销信息以引起受众文化认同共鸣的文化元素出现。结论:珍珠奶茶品牌正在使用一系列的数字营销策略来吸引消费者,并在竞争激烈的中国珍珠奶茶市场建立品牌形象。应考虑采取措施保护年轻消费者免受此类营销的影响,以改善人口饮食和减少过度体重增加。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Public Health Nutrition
Public Health Nutrition 医学-公共卫生、环境卫生与职业卫生
CiteScore
6.10
自引率
6.20%
发文量
521
审稿时长
3 months
期刊介绍: Public Health Nutrition provides an international peer-reviewed forum for the publication and dissemination of research and scholarship aimed at understanding the causes of, and approaches and solutions to nutrition-related public health achievements, situations and problems around the world. The journal publishes original and commissioned articles, commentaries and discussion papers for debate. The journal is of interest to epidemiologists and health promotion specialists interested in the role of nutrition in disease prevention; academics and those involved in fieldwork and the application of research to identify practical solutions to important public health problems.
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