How a brand works globally: a multimodal study of Starbucks on Douyin
The paper examines the approaches employed by the international brand Starbucks to establish and enhance its brand image and loyalty in the Chinese market through the social media platform Douyin. The paper analyzes six short videos from Starbucks’ official Douyin account and divides them into image...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Arts & Humanities |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311983.2024.2435166 |