Harnessing the Power of Social Media Marketing to Transform the Food Industry in China

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Author(s): Liang Xiaoxin (Taylor's University, Malaysia), Stephanie Hui-Wen Chuah (Universiti Kebangsaan Malaysia, Malaysia)and Victor Wee Eng Lye (Taylor's University, Malaysia)
Copyright: 2025
Pages: 26
Source title: Technological Innovations in the Food Service Industry
Source Author(s)/Editor(s): Anshul Garg (Taylor's University, Malaysia)
DOI: 10.4018/979-8-3693-7683-6.ch002

Keywords: Agricultural & Food Technologies / Business Science Reference / Environment & Agriculture / Operations and Service Management

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Abstract

This chapter explores the evolution of social media's role within the Chinese food industry, emphasizing its profound impact on marketing strategies. The progression of the Internet from Web 1.0's static content to Web 4.0's immersive experiences has significantly influenced prominent local platforms such as WeChat, Weibo, Douyin and Xiaohongshu, which now play a crucial role in China's digital ecosystem. These platforms offer rich, interactive content and leverage big data for precise marketing, thereby enhancing brand engagement and consumer interaction. The chapter examines how social media marketing has transformed the food industry, providing an in-depth analysis of successful case studies. It also identifies key performance indicators and future trends. By delving into these elements, the chapter aims to offer actionable insights for food industry, enabling them to effectively utilize social media for branding and market expansion.

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Harnessing the Power of Social Media Marketing to Transform the Food Industry in China

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