Branding Recognition Pathways and Marketing Adaptation in Teen Social Interactions

Abstract

This study, using Yuanqi Forest as a case study, examines the relationship between "likes" and brand awareness and early loyalty, and explores whether this path shifts with age groups. The study tracked three campaign cycles: the first, back-to-school KOL promotion; the second, the release of limited-edition winter flavors; and the third, a regular mix during the spring exam preparation period. The results indicate that "likes" do not equal loyalty. In teenagers' information flows, "likes" are often fleeting signals of peer visibility. They are only remembered when emotional spurts are combined with clear brand anchors and reinforced repeatedly over a short period of time. This pattern is largely consistent across different activities and platforms, so a more reliable interpretation is that "likes" don't automatically translate into loyalty. Age can alter the path from "like" to "true identification." In short, age matters—the path from emotional resonance to memory, and from memory to early loyalty, is shaped by the daily needs of different groups. Practical advice is to create content based on age: For younger groups, place the brand name within the image, use easy-to-read and easy-to-say labels, and include short reminders to "catch" likes. For older groups, anchor emotions around relevant interests, contextual prompts, and lightweight community tasks to encourage referrals. Subsequent research should validate these pathways through experiments and longer observation periods, test whether algorithm exposure is a common moderator, and examine whether these age effects extend beyond beverage categories.