The Construction of Brand Symbols on Social Media in the Perspective of Consumer Society--The Case of Xiaohongshu Platform

Tsz Yeuk Chen ()
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Tsz Yeuk Chen: Sichuan University, The College School of Literature and Journalism

A chapter in Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024), 2025, pp 119-125 from Springer

Abstract: Abstract As economic development and Internet technology advance, the network society is increasingly exhibiting the hallmarks of a consumer society, exerting a discernible influence. By leveraging media technology, brands establish consumer symbols associated with their brands through marketing on social platforms, thereby satisfying people’s demands and ultimately gaining commercial benefits. The processes of brand symbol construction and its production and dissemination mechanism are worthy of further investigation. Additionally, the process of constructing consumer symbols is also the construction of people’s thoughts. Some inaccurate information or misguided orientation may influence individual self-perception. An examination of the construction of consumption symbols can provide a reference point for individuals to objectively view consumption symbols and consumption trends, thereby enabling them to engage in rational consumption behaviors.

Keywords: consumer society; symbols; mass media; brand symbols (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-642-0_12

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DOI: 10.2991/978-94-6463-642-0_12

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