Social Media Content Marketing Strategy of Consumer Electronics Brands——Content Analysis of Lenovo, Huawei, HTC and Samsung's Brand Sites on WeChat

Abstract

Abstract:

By summarizing and comparing MECCAS (Means-end Conceptualization of the Components of Advertising Strategy) model, Social Currency theory and Use & Gratification theory, this study develops a theoretical framework to explore content marketing strategy of consumer electronics brands like Lenovo, Huawei, HTC and Samsung. By analyzing qualitative data with Atlas.ti 7 and ROSTCM 6, this study examines five components of content——product, entertainment, social interaction, brand interaction and information about self-actualization, which are included in brand social media content marketing strategy. The results indicate product and social interaction content have greater impact on communication effect than self-actualization content. Social media strategic capability influences the relationship between content strategy and social currency.

Key words: content marketing, social media, WeChat, brand, UGT

Fu Huifen, Lai Yuanwei. Social Media Content Marketing Strategy of Consumer Electronics Brands——Content Analysis of Lenovo, Huawei, HTC and Samsung's Brand Sites on WeChat[J]. , 2016, 28(10): 259-272.

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