Analysis of the Social Media Operation Chain of Brands: Taking Three Squirrels as an Example
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Analysis of the Social Media Operation Chain of Brands: Taking Three Squirrels as an Example

Xinyan Miao 1*
1 Optics Valley Ulink School
*Corresponding author: selinamiao4@gmail.com
Published on 22 October 2025
Journal Cover
AEMPS Vol.230
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-453-3
ISBN (Online): 978-1-80590-454-0
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Abstract

Social media marketing has received widespread attention, but enterprises still have deficiencies in their online marketing strategies. Taking Three Squirrels as an example, this essay discusses the implementation path of the food content marketing system under "live streaming + short videos". Three Squirrels found in practice that the quality innovation of short videos and the repurchase rate were slightly insufficient, so it proposed optimization suggestions such as emphasizing the original aroma of nuts in close-ups, and building live streaming scenarios for watching TV and working. At the same time, it extracted the empowerment of its IP image to short videos and factory traceability live streaming to build trust. This essay analyzes the current social media operation mode of food brands and their existing problems. Based on this, the following suggestions are proposed: expand the marketing group and enrich marketing methods, for example, innovating new product categories by incorporating the concept of advancing with the times, enhance brand awareness through celebrity effect, and improve conversion.

Keywords:

Full-Chain Operation, Live Streaming with Sales, Interactive Marketing, Conversion Rate

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Miao,X. (2025). Analysis of the Social Media Operation Chain of Brands: Taking Three Squirrels as an Example. Advances in Economics, Management and Political Sciences,230,1-6.

References

[1]. Adejuwon, J. A., & Buttle, L. O. (2022). Social media marketing and customer retention of selected small and medium enterprises (SMEs) in South-West Nigeria. International Journal of Management and Economics Invention, 8(6).

[2]. Feng, X. (2022). Research on the Operation Strategy of 'Cultural Tourism' Dual Micro-Platforms--Taking 'Squirrel Town' in Wuhu as an Example. Media Forum, 5(21), 41-44.

[3]. Zhao, J. (2021). Research on the Impact of Online Interaction on Consumers' Purchase Intention. Master's Degree Thesis, Shanghai International Studies University.

[4]. Yang, J. (2023). Research on the Self-Live Streaming Model and Development Path of Snack Brand "Three Squirrels" from a Scenario Perspective. Media Forum, (11), 19-21.

[5]. Wang, Z. (2022). The problems and countermeasures of product placement in film and television works. Media (01), 76-78.

[6]. Tao, Y. (2022). New media marketing strategies for agricultural products in the context of rural revitalization: a case study of "Three Squirrels". Journal of Jiangsu Agricultural Sciences, 50(24), 233-237.

[7]. Chen, Y., & Ding, W. (2022). Research on Animal IP Image Design from the Perspective of Semiotics: Taking Three Squirrels as an Example. Journal of Heze University, 44(6), 138-142.

[8]. Mahliza, F. (2020). Consumer trust in online purchase decisions. EPRA International Journal of Multidisciplinary Research (IJMR), 6(2), 142-149.

[9]. Tao, J., Jiang, W., & Ling, X. (2024). Research on Enhancing Customer Loyalty of Central Enterprises under the New Situation. Business Managers, (12), 68-69.

[10]. Zheng, J. (2022). Research on Factors Influencing Purchase Conversion in Online Stores Based on Signal Theory. Master's Degree Thesis, Guangdong University of Technology.

[11]. Du, B. (2025). Research on the influencing mechanism of tourist behavioral intentions from the perspective of film and television tourism: based on the perspective of the chain mediation model of destination image and place attachment. Northern Economics and Trade, (03), 142-147.

[12]. Guo, Q. (2024). Celebrity effect helps enhance the quality and efficiency of reading promotion in university libraries. Cultural Industry, (21), 160-162.

[13]. Kukar-Kinney, M., & Close, A. G. (2010). The determinants of consumers' online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250.

[14]. Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161-168.

References

[1]. Adejuwon, J. A., & Buttle, L. O. (2022). Social media marketing and customer retention of selected small and medium enterprises (SMEs) in South-West Nigeria. International Journal of Management and Economics Invention, 8(6).

[2]. Feng, X. (2022). Research on the Operation Strategy of 'Cultural Tourism' Dual Micro-Platforms--Taking 'Squirrel Town' in Wuhu as an Example. Media Forum, 5(21), 41-44.

[3]. Zhao, J. (2021). Research on the Impact of Online Interaction on Consumers' Purchase Intention. Master's Degree Thesis, Shanghai International Studies University.

[4]. Yang, J. (2023). Research on the Self-Live Streaming Model and Development Path of Snack Brand "Three Squirrels" from a Scenario Perspective. Media Forum, (11), 19-21.

[5]. Wang, Z. (2022). The problems and countermeasures of product placement in film and television works. Media (01), 76-78.

[6]. Tao, Y. (2022). New media marketing strategies for agricultural products in the context of rural revitalization: a case study of "Three Squirrels". Journal of Jiangsu Agricultural Sciences, 50(24), 233-237.

[7]. Chen, Y., & Ding, W. (2022). Research on Animal IP Image Design from the Perspective of Semiotics: Taking Three Squirrels as an Example. Journal of Heze University, 44(6), 138-142.

[8]. Mahliza, F. (2020). Consumer trust in online purchase decisions. EPRA International Journal of Multidisciplinary Research (IJMR), 6(2), 142-149.

[9]. Tao, J., Jiang, W., & Ling, X. (2024). Research on Enhancing Customer Loyalty of Central Enterprises under the New Situation. Business Managers, (12), 68-69.

[10]. Zheng, J. (2022). Research on Factors Influencing Purchase Conversion in Online Stores Based on Signal Theory. Master's Degree Thesis, Guangdong University of Technology.

[11]. Du, B. (2025). Research on the influencing mechanism of tourist behavioral intentions from the perspective of film and television tourism: based on the perspective of the chain mediation model of destination image and place attachment. Northern Economics and Trade, (03), 142-147.

[12]. Guo, Q. (2024). Celebrity effect helps enhance the quality and efficiency of reading promotion in university libraries. Cultural Industry, (21), 160-162.

[13]. Kukar-Kinney, M., & Close, A. G. (2010). The determinants of consumers' online shopping cart abandonment. Journal of the Academy of Marketing Science, 38(2), 240-250.

[14]. Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161-168.

Cite this article

Miao,X. (2025). Analysis of the Social Media Operation Chain of Brands: Taking Three Squirrels as an Example. Advances in Economics, Management and Political Sciences,230,1-6.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-453-3(Print) / 978-1-80590-454-0(Online)
Editor: Lukáš Vartiak, An Nguyen
Conference website: https://www.icftba.org/London.html
Conference date: 4 November 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.230
ISSN: 2754-1169(Print) / 2754-1177(Online)

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