Impact of Social Network Sites on Developing Brand Communication in Xian City
The digital era mobilises the world cities with various traits and symbolic resources to brand the images of the cities through propagation in social media (SM) platforms. This work examines Xian, the fastest developing city in China, which is in the process of building its brand through SM platform...
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| Format: | Article |
| Language: | English English |
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IJCNIS Journal - UK Zhende Publishing
2023
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| Online Access: | https://eprints.ums.edu.my/id/eprint/38685/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38685/2/FULL%20TEXT.pdf |
| _version_ | 1811136341308604416 |
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| author | Yiming Zhang Lai, Che Ghing |
| author_facet | Yiming Zhang Lai, Che Ghing |
| author_sort | Yiming Zhang |
| collection | UMS |
| description | The digital era mobilises the world cities with various traits and symbolic resources to brand the images of the cities through propagation in social media (SM) platforms. This work examines Xian, the fastest developing city in China, which is in the process of building its brand through SM platforms. The model proposed in this work uses elaborative variables that are categorized into four indicators which characterizes the behaviours of users in the SM. Each variable is weighted based on the entropy method each one has a varied level of intensity in the model. The detailed results indicate that the size of the network is a significant factor in construction of brand communication through the SM platforms. Further, the study also includes the descriptive statistics and correlation analysis of individual explanatory variables with the model’s output value. The result of this analysis indicates that connections with friends and a number of followers as crucial factors in board communication of Xian city. This work can guide the local municipal authorities to advertise and influence SM users to create a positive brand of the city. |
| first_indexed | 2024-09-24T00:49:02Z |
| format | Article |
| id | ums.eprints-38685 |
| institution | Universiti Malaysia Sabah |
| language | English English |
| last_indexed | 2024-09-24T00:49:02Z |
| publishDate | 2023 |
| publisher | IJCNIS Journal - UK Zhende Publishing |
| record_format | dspace |
| spelling | ums.eprints-386852024-05-17T05:54:12Z https://eprints.ums.edu.my/id/eprint/38685/ Impact of Social Network Sites on Developing Brand Communication in Xian City Yiming Zhang Lai, Che Ghing HM711-806 Groups and organizations The digital era mobilises the world cities with various traits and symbolic resources to brand the images of the cities through propagation in social media (SM) platforms. This work examines Xian, the fastest developing city in China, which is in the process of building its brand through SM platforms. The model proposed in this work uses elaborative variables that are categorized into four indicators which characterizes the behaviours of users in the SM. Each variable is weighted based on the entropy method each one has a varied level of intensity in the model. The detailed results indicate that the size of the network is a significant factor in construction of brand communication through the SM platforms. Further, the study also includes the descriptive statistics and correlation analysis of individual explanatory variables with the model’s output value. The result of this analysis indicates that connections with friends and a number of followers as crucial factors in board communication of Xian city. This work can guide the local municipal authorities to advertise and influence SM users to create a positive brand of the city. IJCNIS Journal - UK Zhende Publishing 2023 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/38685/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/38685/2/FULL%20TEXT.pdf Yiming Zhang and Lai, Che Ghing (2023) Impact of Social Network Sites on Developing Brand Communication in Xian City. International Journal of Communication Networks and Information Security, 15. pp. 261-272. ISSN 2076-0930 https://doi.org/10.17762/ijcnis.v15i3.6269 |
| spellingShingle | HM711-806 Groups and organizations Yiming Zhang Lai, Che Ghing Impact of Social Network Sites on Developing Brand Communication in Xian City |
| title | Impact of Social Network Sites on Developing Brand Communication in Xian City |
| title_full | Impact of Social Network Sites on Developing Brand Communication in Xian City |
| title_fullStr | Impact of Social Network Sites on Developing Brand Communication in Xian City |
| title_full_unstemmed | Impact of Social Network Sites on Developing Brand Communication in Xian City |
| title_short | Impact of Social Network Sites on Developing Brand Communication in Xian City |
| title_sort | impact of social network sites on developing brand communication in xian city |
| topic | HM711-806 Groups and organizations |
| url | https://eprints.ums.edu.my/id/eprint/38685/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38685/2/FULL%20TEXT.pdf |
| work_keys_str_mv | AT yimingzhang impactofsocialnetworksitesondevelopingbrandcommunicationinxiancity AT laicheghing impactofsocialnetworksitesondevelopingbrandcommunicationinxiancity |