In the age of social media, the brand communication landscape has evolved significantly, with emotion-driven marketing becoming a prominent strategy. Traditional marketing approaches are gradually being overshadowed by models that prioritize emotional resonance with consumers. This study focuses on the era of social media, exploring how emotion-driven brand marketing enhances brand loyalty by triggering consumer resonance, with Huawei as a typical case for analysis. The research reveals that Huawei has effectively stimulated consumer emotional resonance and significantly improved brand loyalty by creating unique brand stories, building interactive scenarios, and conducting precise content marketing. This study not only provides a theoretical reference for understanding the new paradigm of brand marketing in the era of social media but also offers practical guidance for enterprises in formulating effective brand marketing strategies. The paper introduces the "Emotional Resonance-Participation-Loyalty" (E-P-L) model, illustrating the path from emotional engagement to sustained brand loyalty. The study provides valuable insights for businesses looking to enhance their marketing strategies in the digital era.
Gu Pang (Wed,) studied this question.