The High Level of Message Distribution and Brand Perception: A Case Study from Pinduoduo

Abstract

With increasing number of young target customers uses social media and network, their point of view about specific brands on internet become more important than past. Brand image and customer relationship management on social media and internet become a new focus for brand. Using case study, this paper proposes the relationship between brand image and the level of messages distribution, and the recommendations for brand to maximize the impact of level of distribution to get in touch with young target customers. This paper examines whether high levels of messaging always have a positive impact on brand perception and proposes a hypothesis for the relationship between high level of message distribution and brand perception. This study concluded that the high level of message distribution doesn’t always lead to a positive brand image if the brand lacks good quality products, warranty, creative content in campaign to attract target customers, and introduction of rewards.