Waner ZHANG

Dissertation

Supervisor: Prof. Frank Armand BIOCCA

This study explores how social media content placement influences consumer purchase intention toward coffee brands. During the research process, it analyzes 200 official social media posts and interviews five practitioners and consumers. At the same time, this study also combined quantitative analysis and collected information through questionnaires. It classifies six core content types and reveals their differential impacts. The findings provide optimized content strategies for coffee brands, especially for emerging ones, to enhance communication effectiveness and consumer willingness to buy.