A Model of Social Media Influencing Perceptions of Local Food Business in China

Abstract

In the wake of digital transformation and post-COVID challenges, local food businesses in China have increasingly turned to social media to enhance brand perception and consumer engagement. However, empirical gaps remain regarding how specific components of social media influence consumer perceptions and behaviors. This research aimed: (1) to examine the factors and components of social media that influence consumer perception of local food businesses in China; (2) to develop a social media influence model tailored to the context of local food enterprises; (3) to evaluate the model’s appropriateness and effectiveness; and (4) to assess the impact of user interactions on brand awareness and consumer engagement.

A mixed-methods approach was employed. The first phase involved 400 WeChat users in China selected through convenience sampling, who provided data via online structured questionnaires and expert interviews. The data were used to identify and validate the model components. In the second phase, another 400 WeChat users participated in testing the impact of a prototype video designed based on the developed model. The research tools included seven instruments: (1) structured questionnaires, (2) expert interview protocols, (3) model validation forms, (4) content evaluation tools, and (5) a video assessment form. Data were analyzed using frequency, percentage, mean, standard deviation, t-tests, Pearson correlation, and multiple regression analysis.

Findings revealed that content formats such as video, live streaming, and interactive media significantly influenced consumer perception (p < 0.05). High engagement metrics—likes, shares, and participation—correlated with enhanced brand perception. Influencer credibility and data analytics also emerged as key predictors. The developed model comprised 5 core components: Content Strategy, Platform Usage, User Engagement, Data Analytics, and Influencer Partnerships. These were theoretically grounded in the Uses and Gratifications Theory, Social Identity Theory, Customer Engagement Theory, and Diffusion of Innovations. Expert evaluations rated the model as highly appropriate, structured, and applicable for strategic branding. The prototype video, developed based on the model, demonstrated statistically significant improvements in user engagement and brand image.

The study successfully met all four research objectives and validated the corresponding hypotheses: H1 – Factors significantly influence perception; H2 – The model is effective; H3 – The model is appropriate; and H4 – User interaction correlates with brand awareness. The results answered the research questions regarding key influencing components, model development, its evaluation, and the role of social media interaction. The study offers a scalable, evidence-based framework for local food businesses to enhance brand visibility and strengthen consumer loyalty through targeted and culturally relevant social media strategies.

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