拟人化营销, 互联网, 品牌, 沟通效果, 互动

Anthropomorphic marketing is an increasingly common brand marketing strategy in today's Internet environment, which is conducive to strengthening the relationship between tea brands and consumers, and improving consumers' preference for brands and purchase volume. Our study aims to collect Weibo posts from the top 8 tea drink brands among the top 10 most popular tea drink brands in China. Further statistics, coding, and analysis of the post content of tea drink brands conducted to explore the communication effectiveness and influencing factors of their anthropomorphic marketing. The results showed that whether there is interaction in anthropomorphic marketing, whether there is specific interactive content, and whether the interactive content is related to tea beverage products are the important factors affecting the communication effectiveness of anthropomorphic marketing.