Abstract:As one of the hottest milk tea stores, MIXUE frequently appears on social media. This paper analyzes the current state of MIXUE’s social media marketing and identifies problems in MIXUE’s social media marketing decisions. MIXUE does not appropriately market its products; all its efforts are directed at promoting the MIXUE brand itself. In addition, MIXUE’s short video content was not impressive and did not leave a good impression of the brand. On top of that, MIXUE did not choose to hire a KOC or KOL to be the… Show more
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