The Influence of Social Media Information Sources on 
the Brand Assets of Hainan Homestay

Yue Yang; Jiong He

doi:10.70711/neet.v3i1.6392

The Influence of Social Media Information Sources on the Brand Assets of Hainan Homestay

Yue Yang, Jiong He

Abstract

With the popularity of the Internet and the development of social media, social media information sources are playing an increasingly important role in brand promotion and consumer behavior decision-making. The aim is to explore the influence of social media information
sources on the brand assets of Hainan home stay, analyze the characteristics of social media information, the development status of Hainan
home stay brands and the role of social media information sources in the construction of brand assets, and put forward corresponding strategic
suggestions. The study shows that the social media information sources have a significant impact on the recognition, loyalty, perceived quality
and brand image of Hainan B & B brand assets, providing a new idea for the development of Hainan B & B brand.

Keywords

Social Media; Homestay; Brand assets

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DOI: http://dx.doi.org/10.70711/neet.v3i1.6392

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