Brand marketing communications strategy on Weibo, based on the example of Starbucks

Abstract

Many scholars have found the social media is a handy platform for marketers to interact with stakeholders. Many foreign researchers have developed configuration and conclusion for how brands should propagate their idea and interact with their stakeholders on online social platforms such as Starbucks on Twitter. However, we still lack a study about whether Starbucks uses the same type of methodology and market communication strategy in China. And which types of tweet content is the most effectiveness to propagate in Chinese social media platform. The author studied a total of 663 tweets from Starbucks official account on Weibo during 2018. This research found that behavior-inducing is the most effective one, and the lottery could attractive fantastic feedback from the audience. The findings show significative and useful knowledge for other Chinese brands’ marketers.