From social media to consumer behavior: a study of butterbear’s market performance in China

Abstract

This study examines the impact of mascot-driven branding on consumer behavior in China, focusing on Butterbear’s use of social media. Using a qualitative approach, the research draws on structured interviews and thematic analysis to explore how the Butterbear mascot enhances brand recognition, builds emotional connections, and influences consumer decision-making. Findings show that Butterbear has successfully developed strong emotional bonds with consumers. Its mascot—visually appealing and highly interactive—has quickly won over Chinese audiences. By leveraging platforms like Xiaohongshu and Douyin, Butterbear boosted engagement and brand visibility through cultural trends, holiday campaigns, and limited-edition collaborations. The brand has also turned online enthusiasm into offline actions, with in-store experiences and exclusive products strengthening brand loyalty. However, the study highlights the need to better convert passive followers into active consumers. Price sensitivity, product accessibility, and localization remain key factors influencing purchasing decisions.