Paper session 3: Branding and Digital Marketing
Consumer Reactions to Blurred Content: Social Media BrandExperience and Behavioral Intentions in China's Tea BeverageMarket
Shentao Li (Jimmy)
12:30 - 13:15
(online)
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Observations, questions, and recommendations from
Ayupitha Tiara:
2025-06-06 13:04:51
The topic is really interesting as Chinese market is huge. My recommendation is for you to identify factors of sponsorship ambiguity, so you can measure it quantitatively. Second recommendation would be to include Purchase Intention in your title if that's a key factor in your thesis. Third recommendation, the same as Roy, I think measuring Brand loyalty between the two famous brands would be an interesting aspect to explore. Good luck!
H Bradley:
2025-06-06 13:00:43
This is very interesting - thank you! And it also shows your that context matters! I know in the UK that sponsored social media posts must be very clearly labelled/ advertised as such in order to avoid this ambiguity (again importance of context as a result of policy). I can imagine this will become crucial research/ case study for those considering globalisation (entry into China or product export to non-China markets). I wish you the best of luck with your research!
