Connecting infant brands to China's mothers: A WeChat content analysis

This report examines Chinese mothers' attitudes towards infant nutrition and demonstrates how brands can communicate with these mothers on social media, based on data from WeChat, the messaging app.
  • Infant nutrition is a hot topic in China following a series of food safety scares and social media is a key channel for circulating information on baby brands.
  • While key opinion leaders (KOLs) boast the highest performance in reach, the number of KOLs is quite small and brands should focus on developing their own to establish public leadership.
  • Topics for pregnancy stage nutrition can be categorized into three groups (nutrition supplement, life and health and food taboo), while little attention has been paid to different age groups when discussing infant nutrition.
  • Brands producing original content have the...

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