Emotional Branding on Social Media: A Cross-Cultural Discourse Analysis of Global Brands on Twitter and Weibo

Wu, Doreen D.; Li, Chaoyuan

doi:10.1007/978-3-319-69995-0_11

Cited by 20 publications

(14 citation statements)

References 25 publications

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“…Emotional branding in the Pragmatist Age emphasizes the performance of certain products or services; the Evangelist Age branding practice is underpinned by the philosophies of social justice, economic equality and sensitivity to the environment; the Sensualist Age is lifestyle-oriented and tends toward hedonism, glamor, and selfexpression. Wu and Li (2018) argue that instead of exhibiting a developmental divide as suggested by Gobe (2009), all three characteristic appeals of emotional branding (Pragmatist, Evangelist and Sensualist) co-exist in global corporations' emotional branding discourse, and they observe the hybridity of these appeals, which indicates "the extent of multi-valued emotional branding" (p. 238).…”

Section: Neoliberalism Emotional Branding and Face-mask Branding In Hong Kongmentioning

confidence: 99%

“…A remarkable feature of the face-masks under investigation is the exploitation of Hong Kong identity in their branding. This symbolic value is associated with what Gobe (2009) and Wu and Li (2018) call the "Evangelist" theme in the emotional branding discourse of global corporations, which draws upon shared social values of a community to build a positive brand image. The face-mask producers brand themselves as responsible entrepreneurs who started their business to serve the community during the crisis.…”

Section: Hong Kong Identitymentioning

confidence: 99%

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Identity, lifestyle, and face-mask branding: A social semiotic multimodal discourse analysis

Wang¹,

Deng

2021

Multimodality & Society

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The massive introduction of face-masks across the world after the outbreak of the COVID-19 pandemic has transformed how they are designed and branded. Instead of merely focusing on functional qualities, face-mask producers have started to draw upon symbolic values in their branding discourse. Against this background, the present study investigates how face-masks are branded in Hong Kong by analyzing the design, packaging and websites for face-mask products, as well as the design of offline franchised stores using a social semiotic approach. Analysis of the multimodal data of four leading Hong Kong brands, with a focus on the use of verbal evaluation, iconography, typography, color, and materiality, reveals three symbolic meanings that are used in face-mask branding: (1) professionalism, which refers to the representation of face-masks as a symbol of advanced technology, (2) Hong Kong identity, which includes evoking pride in the past economy and exploiting the cultural symbol of the Lion Rock, and (3) fashion lifestyle, in which face-masks are associated with the values of stylishness, individuality, and luxuriousness. The exploitation of symbolic values and multimodal design in face-mask branding reflects the influence of the neoliberal ideology in the highly marketized Hong Kong society.

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Section: Neoliberalism Emotional Branding and Face-mask Branding In Hong Kongmentioning

confidence: 99%

Section: Hong Kong Identitymentioning

confidence: 99%

Identity, lifestyle, and face-mask branding: A social semiotic multimodal discourse analysis

Wang¹,

Deng

2021

Multimodality & Society

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“…Weibo is a Twitter-like service based in China that uses a Chinese language interface (Wu and Li 2018). Weibo is considered the most powerful microblogging platform in China and, by the end of 2019, was hosting more than 515 million users.…”

Section: Introductionmentioning

confidence: 99%

The influence of psychological language words contained in microblogs on dissemination behaviour in emergency situations – mediating effects of emotional responses

Yan-xia

Qiu

Jin

et al. 2021

Behaviour & Information Technology

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Individuals' psychological processes during emergencies are critical to the understanding of social media user reactions. However, previous studies have paid little attention to the influence of psychological processes on information dissemination behaviours. To provide authorities with a better understanding of dissemination behaviours from the perspective of psychological language use, we used the Stimulus-Organism-Response (S-OR) and dual-process models to analyze the effect of words expressing severity and susceptibility on the dissemination behaviours of Weibo users during the avian influenza epidemic. We also explored the mediating effects of emotional responses on the relationship between cognitive responses and dissemination behaviours. The results show that words expressing severity and susceptibility significantly affected the cognitive and emotional responses of users. Weibo user perception and cognition, positive and negative emotions significantly and positively affected their dissemination behaviours. Positive and negative emotions played a partial mediating role in perception responses, cognitive responses, and dissemination behaviours. These findings may assist governments or emergency management departments to effectively control and guide public opinion.

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“…This is particularly challenging for multinationals that directly target individual customers who are geographically located in different parts of the globe with diverse cultural backgrounds. One of the recommended strategies for corporations to engage the public on social media is emotional branding (see Wu and Feng, 2015;Wu and Li, 2018), which, a notion first proposed by Gobe (2009), has become increasingly recognized as critical to building customers' emotional attachment to corporate brands and in making the brand appeals sustainable and repetitive in the long haul.…”

Section: Introductionmentioning

confidence: 99%

Transcultural brand communication: Disneyland’s social media posts from USA to Hong Kong and Shanghai

Feng

2021

Discourse & Communication

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The paper attends to the increasingly heated debate on the local, the global versus the glocal approaches in transcultural brand communication with an examination of how Disneyland performs emotional branding on social media across US to Hong Kong and Shanghai. Integrating insights from brand communication with linguistics, the present study develops a framework to examine how Disneyland builds emotional attachment of the public to the brand via brand personality appeals and use of interactional features. It is found that on a global-local continuum, brand personality traits exhibit strong globalization propensity whereas interactional features demonstrate strong localization tendency in Hong Kong and Shanghai. Variations also exist in the means of emotional branding between Hong Kong and Shanghai. Finally, the paper provides an account for the differences between Hong Kong and Shanghai and concludes that neither the local approach nor the global approach but the glocal approach can tackle the challenge of transcultural brand communication and that future studies in this area should be oriented further to uncovering the global-local nexus in the process.

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Emotional Branding on Social Media: A Cross-Cultural Discourse Analysis of Global Brands on Twitter and Weibo

Cited by 20 publications

References 25 publications

Identity, lifestyle, and face-mask branding: A social semiotic multimodal discourse analysis

Identity, lifestyle, and face-mask branding: A social semiotic multimodal discourse analysis

The influence of psychological language words contained in microblogs on dissemination behaviour in emergency situations – mediating effects of emotional responses

Transcultural brand communication: Disneyland’s social media posts from USA to Hong Kong and Shanghai

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