The Influential Factors on Brand Equity: A Case Study on Bilibili

Abstract

Despite China's booming market for online video platforms, the goal of this research study is to look into the variables that caused Bilibili, one of the country's leading social video platforms, to experience repeated losses. Despite the fact that the user bases and market earnings of online video companies have been increasing year after year, Bilibili has been losing money from 2020 to 2022. Already published studies have examined this issue from a range of perspectives, including commercial profit models and Bilibili's income and spending structure. These studies may no longer be able to fully explain Bilibili's current losses, given that the company's revenue structure has changed significantly. This article seeks to close this gap by utilizing brand equity and brand loyalty as a framework to study the aspects influencing Bilibili's losses. The study will examine changes in brand loyalty among Gen Z consumers using data from 2020 to 2023. According to the findings, the loss of a distinct brand image and an inconsistent brand strategy led to a decrease in brand loyalty. The conclusions of this study will not only help Bilibili make strategic changes but will also help to comprehend Generation Z's use and consumption patterns on social media platforms.