


































Communication, Society and Media 
ISSN 2576-5388 (Print) ISSN 2576-5396 (Online) 

Vol. 7, No. 1, 2024 

www.scholink.org/ojs/index.php/csm 

15 

 

Original Paper 

Effects of Social Media on Branding 

——The Rise of Creative Advertising Marketing 

Anyi Li
1* 

1 
Department of Digital Media Technology, Guangzhou Vocational and Technical University of Science 

and Technology, Guangzhou, China 

*
 Anyi Li, Department of Digital Media Technology, Guangzhou Vocational and Technical University 

of Science and Technology, Guangzhou, China 

 

Received: May 5, 2024           Accepted: May 15, 2024         Online Published: May 25, 2024 

doi:10.22158/csm.v7n1p15                       URL: http://dx.doi.org/10.22158/csm.v7n1p15 

 

Abstract 

In the Web2.0 era, social media has developed into the most compelling area in the global media 

industry and brought online users a fresher experience and more creative network communication 

application models. Both its social impact and economic development have become the new engine and 

growth point of the media industry. More and more brands and companies put their advertising budgets 

on social media advertising, because social media advertising is not only affordable but also able to 

accurately target the consumer group. The Internet word of mouth formed by social media is reshaping 

the relationship between brands and consumers. At the same time, the way audiences receive and 

disseminate information has undergone tremendous changes, and advertising creative communication 

is also facing huge challenges. This article will analyze the development process and trends of social 

media from the perspective of its core technology and communication characteristics, and then explore 

the social-psychological impact and cultural value of social media brought to brand communication. 

Keywords 

social media, branding, brand communication, social-psychological impact cultural effect 

 

1. Introduction 

Coca-Cola is more than soda. Starbucks is more than just a cup of coffee. Nike is not only a pair of 

sports shoes. This is the reason for creating a brand. Interacting with these products can provide 

experiences, and we will keep these experiences in mind when we purchase these products. 

When consumers make purchasing decisions, the brand may become the key deciding factor. Nearly 

60% of shoppers said that they actively buy products from a brand they know, while 21% of consumers 



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said that they buy products because they like the brand (global Nielsen survey, 2015). 

Branding is the process in which a company creates an effective and positive perception in their 

customer’s minds. The mission of branding is to improve the competitiveness of the brand and build a 

loyal customer base by combing the visual design, the story, and the marketing message of the brand. 

There are over four billion social media users worldwide. In the past year, the scale of users expanded 

to nearly 500 million, the annual growth rate exceeds more than 13%. Nowadays, the users of social 

media have exceeded half of the world’s population (datareprotal, digital, 2020). Therefore, advertisers 

have transformed from conventional media to social media advertising, and social media has become a 

channel for brand communication, building the connection with target consumers and corporate 

advertisers. 

Social Media Marketing is a significant part of branding strategies, and branding can change consumer 

perceptions of the brand, drive new business and increase brand awareness. For marketing purposes, 

companies create specific messages or content on social media and generate discussion online to attract 

the attention of consumers, also encourage them to disseminate this marketing content through their 

social networks. From a business perspective, social media acts as a communicator between brands and 

customers. At present, in addition to the main traditional advertising channels such as Facebook, 

Instagram, YouTube, and Google, short video advertisements represented by TikTok, information flow 

advertising has launched a challenge to traditional social media advertising. For advertisers, advertising 

on social media can bring the greatest promotion effect to its brand or product. It is necessary to choose 

a suitable channel for brand exposure according to brand attributes and product attributes to maximize 

Return On Investment (ROI). For brands, the ultimate goal is to make a profit by selling goods. 

Through social media, brand companies can reach more potential customers, build consumer goodwill 

and make purchases, and at the same time use social media to help acquire more customers. 

 

2. Analysis of Social Media 

2.1 The Overview of Social Media 

The definition of social media is an interactive communication platform based on user content 

publishing and creation that people use to share their perspectives, personal experience, and insights. It 

has multimedia functions, including information such as images, audio, video, animation, and movies. 

Social media in the web2.0 era has not only changed the way of communication between people but 

also created a complete user experience and product design, making brands younger and diversified. It 

is enriching consumers’ all-around product experience and shared experience, not only creating 

countless hot topics that people are discussing in their social lives but also attracting consumers and 

businesses. 

 



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2.2 The Key Enabling Technique 

Born in the ear of the participatory network, the essence of social media is Social Networking Services 

(SNS), a concept that originated from the six-degree separation theory of Stanley Milgram, an 

American social psychologist. The theory suggests that six nodes in a network can connect any two 

strangers in the world. 

In the field of the Internet, Social Networking Services (SNS) technology can be characterized as a 

collection of mobile Internet application programs based on user profiles and data. It has technical 

characteristics such as personal status information, life and works social network, communication mode, 

and event tracking to meet people’s social needs. A typical Social Networking Service (SNS) has four 

layers of architecture, namely hardware, software, services, and web applications. 

Network technology developed from the mid-1990s is changing the construction of information and the 

development of mankind, which systematically categorizes and intelligently analyzes massive 

resources and information. The traditional marketing model has been changed, resource sharing and 

information transparency and intelligence have been realized, and the technology is providing various 

industries with a vigorously developing strategic core. 

Network nodes are connection points within a network that can send, transmit, analyze and save data. It 

represents a device with a network address such as an Internet Protocol (IP) address where the user can 

provide some kind of identity to receive access. A computer network that uses a cable modem on a 

standard cable infrastructure is called broadband and the larger the frequency range, that is, the higher 

the bandwidth, the greater the data that can be sent. RSS is a technique (also known as aggregated 

content) that sites use to share content with other sites. Technology that originated from the browser 

“News Channel” is often used for news and other sequential websites, such as for weblogs (blog). 

Social media has become a useful tool for audio-visual propaganda on streaming platforms. However, 

before Streaming Media Technology emerges, people had to save and download the content from media 

resources to their local devices, and after a long wait which usually takes longer to download due to 

bandwidth constraints until they could watch or listen to the content of the media. With the advent of 

Streaming Media Technology, people no longer have to wait for the media to download completely. 

The three characteristics of Streaming Media Technology are continuity, real-time, and timing. 

 



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Figure1. The Network Transmission of Modern Streaming Technology 

 

Streaming media technology is a transmission technology that compresses data information of 

continuous video and audio files. Streaming requires browser support. All web browsers are based on 

HTTP protocol, and HTTP protocol is built into MIME (Multipurpose Internet Mail Extensions). 

Typically, browsers use MIME to recognize a series of simple file formats, and the browsers can mark 

numerous multimedia file formats on the Internet, including various streaming media formats, with 

MIME built-in HTTP protocol. As shown in figure 1, modern streaming technology unifies network 

transmission to HTTP and provides a consistent caching infrastructure to improve the performance of a 

video, images, documents, and other content. 

2.3 The Development History 

The development of social media is long-term and continuous, and this process (social media-based 

messaging) involves all aspects of human social development. In the pre-digital age, the information 

disseminated relied on shaped or materialized carriers of communication, such as printed paper for 

newspapers, master tapes for records, tapes for movies, and so on. When it comes to the digital era of 

information transmission, the process of communication has been changed, and fragmented 

information exchange has brought infinitely developed media contact points. The telecommunication 

network supports the continuous advancement of the information age, and real-world information such 

as text, sound, image, and audio is enriching people’s communication and daily life. 

 



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Figure 2. The History of Social Media from 1978 to 2015 (JON ALLEN 2017) 

 

The first social media site goes back to the late 1970s when the University of Illinois has developed the 

program named Automatic Teaching Operations System (PLATO). The system supports thousands of 

graphics terminals around the world that can run on nearly ten different networked computers and 

provides modern multiple access concepts including “forums, message boards, emails, chat rooms, 

picture languages, instant messaging, remote monitoring and sharing, and multiple users’ video 

games”. 

Bulletin Board Systems (BBS) was one of the earliest formats of social media, it was the first platform 

to allow users to log in and connect. Then came the social media platform Sixdegrees launched in 1997, 

where users can create personal or professional profiles, and add friends. It had about one million 

members at its peak but lasted only four years. 

 

 

Figure 3. A Tremendous Variety of Social Media Today (WIDSIX Written Word 2019) 

 

The beginning of modern social media was in the early 21st century with the rapid change of 

technology. Founded in 2002, Friendster represents the first official social media with more than one 



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million registered users. It provided the function to discover friends, and its core concept is to let users 

know more friends in the real world.  

Founded in 2003, LinkedIn was the first platform used social networks for career and business. It is 

mainly used for professional networking, allows job seekers to post their Curriculum Vitae (CVs) and 

interact with employees through personal emails. Users can write posts and articles on the LinkedIn 

platform, introduce videos and other interactive ways to share with their professional social networks. 

Established in the same year, MySpace was providing users with an interactive platform that combines 

dating, personal information sharing, instant messaging, and more. It also provides an internal search 

engine and an internal e-mail system and became the world’s second-largest social networking site. 

By 2006, Facebook, YouTube, and Twitter both became available and popular all over the world. In 

2010, Instagram came out with an entirely creative platform for people to share the pictures capture at 

any time in a fast, wonderful, and inspiring way. Most of these new social media platforms can be 

transferred to cross-posting and cross-sharing. 

Other social networking sites, such as Tumblr, Spotify, Foursquare, and Pinterest, have also emerged in 

recent years. A tremendous variety of social media and the rapid development of technology are 

opening up new opportunities for new ideas. 

2.4 The New Trends 

Mobile Live Streaming in the age of social media is no longer just a single form of information 

exchange, it has also spawned many functions, new economic models, and cultural phenomena. In 

mobile live streaming, users build an image of the scene community through viewing and interacting.  

The companionship and ritual sense of mobile live broadcast has been paid more and more attention, 

and the anchor has shaped various cultural ceremonies for its users in the various kinds of information 

scenes built on the platform. For example, in a Live YouTube video, there’s a video section called 

“study with me” where people live-stream scenes of their reading and learning, and there are many fans 

who come to watch and interact. In gaze at the host learning process, the user can also obtain 

psychological satisfaction, thus stimulating the continuation or transformation of their behavior, 

focusing on their learning or affairs. 

Sociologist Bowman once used the term “liquid” to describe the flow of modernity changes, from solid, 

stable modernity to flow, light modernity, social relations, social institutions, and media forms are 

affected and changed, mobile broadcasting is no exception. Users expect live content not only to get 

diverse information, but also to seek emotional recognition and companionship, or innovative 

experiences of various cultural lifestyles. 

With the growing influence of social media, social commerce is becoming an increasingly important 

channel for online shopping. For more than a decade, consumers have been using social media to learn 

about and find inspiration for products and brands. Major social media platforms, including Instagram, 



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Facebook, Pinterest, and Snapchat, have improved their shopping channels in the hope of achieving 

business value with the rise of social commerce. For example, the short video social application TikTok 

has started experimenting with social commerce. According to TechCrunch, TikTok has begun allowing 

some users to add links to e-commerce sites to their profiles and has provided creators with the ability 

to easily attract their audiences to purchase sites. 

According to eMarketer, “more than 55 percent of Generation Z Internet users in the U.S. think their 

latest fashion shopping has been inspired by social media browsing”. The rise of social commerce is 

driven by some of the young consumers, especially Generation Z and Millennials who are obsessed 

with creative, fun, new, and convenient ways to interact and purchase online. As the influence of social 

media improving, social platforms are further commercializing the channels to make them more 

attractive and interesting. 

2.5 The Communication Characteristics 

The five core sorts of social media are social networking, photo sharing, video sharing, interactive 

media, and intelligent network community. Other than that, the social attributes of platforms such as 

e-commerce and music are rising rapidly, and the social attributes of platforms such as instant 

messaging, video or live streaming, news, forum, Online To Offline e-commerce model (O2O), and life 

services are developing and growing to vary degrees.  

Before the advent of social media, people shared ideas and experiences through gatherings. 

Communication was limited and everyone’s interactions were done through language. Since the birth of 

the Internet, communication tools on social media such as videos, photos, live streams, forums, and so 

on have flourished, and the way people communicate has changed dramatically. Communication tools 

influence the way people behave, and human behavior has contributed to the development of tools.  

Interaction on social media has always been structured by many factors, and the four critical elements 

that affect the user’s interaction behavior and mental state are user data, network relationships, 

information flow, and message during sending and receiving. For example, when users fill out their 

profiles, what they do is a kind of self-presentation, that is, control their image in the minds of others. 

Sociologist Goffman once suggested that each of us in daily life is constantly acting on different 

occasions to different people to present a different image.  

Information flow is a common way of presenting content on various social media platforms. Compared 

with other more active interactions (such as comments, retweets), information flow is more passive 

access to information. The earliest social media platforms, basically in chronological order to arrange 

content, the latest published content is ranked first. Later, however, most platforms changed to the 

sorting of algorithmic interventions, which were based upon a variety of factors, such as the frequency 

of interaction between two people, the popularity of a piece of content, etc., to guess the importance of 

the content and determine its order. Whether an individual can consciously choose multiple contents, 



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whether they actively focus on more diverse accounts, and whether they can maintain more 

heterogeneous social relationships are specific rules of the interactive algorithm. This also demonstrates 

once again that technical features and the way people are used are interactive.  

In the era of multimedia, the Internet has given everyone the right to express their views freely. 

We-media platform refers to the private, civilian, generalized, autonomous communicators, everyone 

has a microphone, everyone is a reporter, and everyone is a news communicator. In the current stage of 

Internet development, users have been deeply involved in the construction of online information and 

the creation of new media content, their creativity as well as enthusiasm are constantly improving. New 

media content also presents the characteristics of User Generated Content (UGC) or User-created 

Content(UCC). Social media such as YouTube and Flickr can be seen as success stories for UGC with 

the forms of community networks, video sharing, blogs, and podcasts (video sharing). 

 

3. The Socio-psychological Effects of Social Media on Branding 

3.1 Transform Consumer Market 

Traditional media cannot achieve the two-way effect of information transmission when marketing 

products and companies cannot acquire customer feedback on products. Social media creates a network 

platform between businesses and consumers, where consumers can freely express their comments or 

opinions on products. Through brand communication marketing on social media, companies can 

recognize and investigate customer satisfaction with products, refer to online feedback information, and 

then improve product quality and services, optimize products and produce new products that are more 

connected with consumer needs, thereby achieving the ultimate goal which is to promote product sales. 

Besides, people can share and exchange user experiences about the product quality and the services of 

the company through social media, which is invisibly helping companies conduct marketing. People’s 

consumption attitudes are largely susceptible to the influence of other people around them in real life, 

which in turn has a positive impact on people’s consumption decisions and product sales. 

The cost of the traditional media marketing approach is high and the speed is slow, such as advertising 

marketing in radio and television, which would cost tens of millions of dollars in just ten seconds with 

the marketing effect which may not be satisfying in some cases.  

Compared with the traditional media advertising mode, the use of social media is mostly free. 

Therefore, the use of social media marketing does not require a large amount of capital investment. 

Brand advertisers can publish information through online media to promote the brand value and brand 

culture anytime and anywhere. As a result, the product not only gets publicity but also strengthens 

interaction with customers, which ultimately reduces marketing costs. 

In social media, each user can use a personal account to browse or share their favorite information, 

which shows consumer values and consumption needs. Based on statistical analysis, the company can 

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7868771/


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observe and figure out the interests and living habits of different consumer groups, and then judge the 

consumption habits of their target users and understand the consumption behaviors of them. 

For example, TikTok’s algorithm recommendation is to use the artificial intelligence engine to analyze 

big data and promote the advertisements with the highest correlation with products to consumers, 

thereby avoiding the delivery of invalid advertisements. 

Nowadays, many companies use social media marketing strategies to make marketing events more 

targeted, meet increasing customer demand and improve marketing efficiency to the greatest extent, 

and ultimately promote sales and create benefits. 

3.2 Transform the Psychology of Consumer 

Conspicuous consumption (Thorstein Veblen, Leisure Class Theory, 1899) refers to the purchase of 

goods to show off identity and status. The more expensive the price, the more people want to buy. 

Unfortunately, social media has contributed to this distorted consumer psychology. David Hirshleifer, a 

professor at the Merage School of Business (UC Irvine) at the University of California, Irvine, said that 

“visibility bias stems from the way we interact in social situations”. He said that “people tend to talk 

about what they are doing, which means that we will put more emphasis on consumption rather than 

non-consumption”. People spend more and save less because they only see how much others spend, not 

how much others save, and social media exacerbates this trend. 

As contact methods become cheaper and more diverse, visibility bias is increasingly driving social 

buying trends. The difference in consumption does not lie in the difference in product use-value, but the 

difference in product symbols (Ma, 2011). In the consumer era, the maximization of the difference in 

product symbols is the brand. One of the goals of social media advertising is to establish a group’s 

consumption differentiation and to create a “symbol” for this group to make them feel different from 

the public. And the means to achieve this goal are hints and temptations. 

Social media has injected fresh vitality and energy into the brand, especially for Generation Z, it 

gradually enhances their aesthetic awareness and personality awareness, and makes them increasingly 

pursue personalized consumption. 

As Generation Z who grew up with smartphones and social media has gradually become an emerging 

group of global consumers, brands are facing new opportunities and challenges. Most of them have the 

common characteristics of being open-minded, strong in action, capable of independent thinking and 

communication. At the same time, they can immediately identify advertisements and various untrue 

propaganda in social media networks. 

The attitude of embracing new things, curiosity about the world, and the courage to face the unknown 

are also reflected in their consumer psychology. Generation Z yearns for diversity, including race, 

gender, interests, and other aspects. From the perspective of publicity effect, user-generated 

content(UGC)attract their attention the most, followed by key opinion leaders (KOL)and social media 



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celebrities, who will also have a profound impact on Generation Z. For the younger generation of 

consumers, videos and pictures are more memorable than text, and social media channels play a more 

important role. 

The perception of consumers tends to be influenced by repeated thoughts at the time that the more 

frequently they see advertisements and news from social media, the more likely they are to make 

purchases. As the most people-friendly platform, social media can repeatedly push product content 

based on big data and algorithms and find out consumer attitudes toward products by collecting more 

data of consumer demand. 

Social media is good at transforming information into activities or some popular events that consumers 

are interested in, to attract their attention and interest. When consumers are interested in the product 

through information disseminated by other consumers, they tend to have a stronger sense of trust, 

which makes them more decisive in making purchase decisions. 

Social media also uses the frequency and schedule of posting to repeat the old content. For example, 

the duration of a post on Twitter is limited, but Twitter can reuse the content with a good effect, forward 

the previous content directly to increase the second exposure, or make a second modification according 

to the current hot spots. Information repeatedly exposed on social media will increase the sense of 

reality and visibility psychologically, thereby enhancing its influence. Even if participants know that 

this is not the case, they will subconsciously trust these forwardings and interactions. When the truth is 

hard to tell, familiarity is an attractive alternative, which will make their consumption behaviors lose 

rational judgment. 

 

4. The Cultural Effects of Social Media on Branding 

4.1 Improve the Creative Competitiveness 

In the Web2.0 era, social networks are increasingly incorporating the humane elements of 

communication, interaction, and sharing, thus injecting a fresher experience into cultural creation. 

Social media provides a platform for the development of cultural and creative industries. With 

low-consumption resources and high-tech information platforms, due to its unique mobility, it can 

support the browsing and release of cultural and creative product information at any time, to achieve 

rapid product dissemination and allow users to participate in the experience and interaction. 

Burberry ran the first luxury Snapchat discover campaign to promote its new Burberry men’s fragrance 

and beauty product line in 2016, it played a short video directed by Steve McQueen on the Snapchat 

Discover channel, and provided articles and interviews, focusing on tailoring and retouching techniques. 

24 hours before the show, users could spy on the new season’s products on Snapchat, and the function 

and coolness of the content burned after reading it was very appetizing for young people. In the 

beginning, many people thought that the luxury industry was not suitable for marketing on the instant 



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social platform, because the exquisitely crafted content only had a few seconds of reading time and 

there was no delay in spreading. But breaking through the traditional market concept, Burberry realized 

mysterious and private effects to satisfy people’s desire for prying, without spoiling the design of the 

new season before the show.  

This creative social media marketing case enhances the brand’s creativity and fashion, and at the same 

time incorporates the aesthetics of movies and the real-time communication characteristics of social 

platforms. 

4.2 Combine Business Values with Cultural and Artistic 

The scale of the digital industry market represented by social media has grown rapidly, and its value 

has made brand marketing and the art industry one of the fastest-growing emerging industries in the 

world. However, with huge profits, commercialization has also harmed social media art creation. The 

modular and streamlined commercial operation will reduce the artistic quality of the works, and the 

humanized creative elements and artistic spirituality in the works will also be reduced. 

Some small brand companies do not have their professional creative teams. Due to the shortage of 

funds, they have to quickly train a group of technical talents to copy excellent works. It takes time and 

cost savings as considerations and caters to fast-paced social media. The same production method has 

led to works that lack innovation and flexibility.  

Its operation is the continuous copy and repeat process, from production to packaging, and then to the 

market. Making it difficult for the brand to obtain independent spiritual character and aesthetic 

significance, and social media is flooded with impetuous and monotonous content. 

 

5. Summary 

5.1 The Opportunities for Branding on Social Media 

There are three billion people around the world using social media and spending 135 minutes a day 

checking social media for information (source: GLOBALWEBINDEX, Q3, 202O). It is undeniable that 

social media offers tremendous opportunities for two-way interaction and communication between 

products and audiences. The online word-of-mouth that has emerged from social media is reshaping the 

relationship between brands and consumers, and in the age of social media, individuals and brands 

have the opportunity to talk on an equal footing. 

What’s more, enthusiastic consumers can also become the brand’s best collaborators. Social media can 

spread information and turn audiences into paying users. Through social media and interaction with 

consumers, brands can directly find target consumers, meet the needs of the customers and the users, as 

well as collecting some creative proposals for the products. 

 

 



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5.2 The Challenges for Branding on Social Media 

There are three billion people around the world using social media and spending 135 minutes a day 

checking social media for information (GLOBALWEBINDEX, Q3, 202O). Social media is changing 

people’s lives. It can connect people and it can also help communication and interaction between them. 

This is something that no other platform can achieve. The online word-of-mouth that has emerged from 

social media is reshaping the relationship between brands and consumers, and in the age of social 

media, individuals and brands have the opportunity to talk on an equal footing. 

What’s more, enthusiastic consumers can also become the brand’s best collaborators. Social media can 

spread information and turn audiences into paying users. Through social media and interaction with 

consumers, brands can directly find target consumers, meet the needs of the customers and the users, as 

well as collecting some creative proposals for the products. 

 

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