Application of Social Media in the Brand Building of Agricultural E-Commerce

Abstract

Abstract. Based on the analysis of social media influences on e-commerce and the application of social media in e-commerce brand building, it is found that most of agricultural enterprises in China are not fully aware of the importance of social media, and they don't make full use of social media when they are running the agricultural e-commerce. In order to create a good agricultural e-commerce brand image, micro-Bo, WeChat, social networking and video can be used to expand agricultural sales channels, so as to publish enterprises' service concept and culture etc. In the application of social media, customers should be classified, reasonable positioning brand image, improve the agricultural e-commerce brand's recognition.

Social media marketing en empresas agrícolas cubanas

“…La creación del engagement (compromiso) en redes sociales posee un impacto positivo en las actitudes de compra de los clientes y contribuye al desarrollo del marketing en las organizaciones (Alnsour y Rakan, 2020; Kujur y Singh, 2020). Un cliente fiel y comprometido con la marca puede influir en las intenciones de compra de otros consumidores (Li, Zeng y Zheng, 2016). Fidelizar a los clientes con la marca y convertirlos en seguidores de esta, permite elevar las ganancias económicas de la organización e incrementar su posicionamiento en el mercado.…”