The Impact of Products and Operations on Brand Image Perception in the Direct Selling Industry in China: A Content Analysis of Internet Comments

Abstract

In recent years, the direct selling industry in China has great potential for development, but improving the brand image and awareness of the industry has become an urgent problem to be solved. Based on the theory of Brand Image, the study explores the influencing factors of brand image perception in the direct selling industry from the dimensions of product and operation, taking the comments about nine representative direct selling enterprises on Baidu Zhidao as the research object, and using the methods of word frequency analysis and emotional tendency analysis in content analysis. The study found that the direct selling industry has already created a certain brand image in China due to its characteristics. Consumers' perception of brand image in the two dimensions is not significantly different, and its influencing factors are different but interactive in the two dimensions. Consumers show more positive emotions in the product dimension and more negative emotions in the operation dimension. Finally, according to the results of the study, some management suggestions are put forward to improve brand image awareness in the direct selling industry.