Proceedings of the 2026 4th International Conference on Management Innovation and Economy Development (MIED 2026)

2026 4th International Conference on Management Innovation and Economy Development (MIED 2026)

📍Shenzhen, China🗓️ 10-12 July 2026
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Research on Hunan Enterprises’ Brand Construction via China-Africa E-commerce Business Platforms

Authors
Ni Huang1, *
1Hunan University of Information Technology, Changsha, Hunan, 410151, China
*Corresponding author. Email: huangni@hnuit.edu.cn
Corresponding Author
Ni Huang
Available Online 29 September 2026.
DOI
10.2991/978-94-6239-787-3_90How to use a DOI?
Keywords
China-Africa e-commerce; digital narrative; brand construction; web crawler; PLS-SEM; brand identification
Abstract

With the digital transformation of China-Africa economic communication, e-commerce platforms have become a crucial interface for intercultural brand promotion. Based on web crawler data, this research discusses how English digital narratives affect brand construction by building and reinforcing brand identification. We collected 2,891 Hunan enterprise posts and 18,563 consumer comments from Kilimall, Amanbo and Jumia, quantified the texts through LIWC analysis, custom dictionary matching and VADER sentiment analysis, and tested the hypotheses via PLS-SEM. The results show that information quality and interactivity significantly enhance brand identification, while cultural adaptation does not reach a statistically significant level. Brand identification fully mediates the relationship among information quality, interactivity and brand performance.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 4th International Conference on Management Innovation and Economy Development (MIED 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2026
ISBN
978-94-6239-787-3
ISSN
2352-5428
DOI
10.2991/978-94-6239-787-3_90How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ni Huang
PY  - 2026
DA  - 2026/09/29
TI  - Research on Hunan Enterprises’ Brand Construction via China-Africa E-commerce Business Platforms
BT  - Proceedings of the 2026 4th International Conference on Management Innovation and Economy Development (MIED 2026)
PB  - Atlantis Press
SP  - 931
EP  - 938
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-787-3_90
DO  - 10.2991/978-94-6239-787-3_90
ID  - Huang2026
ER  -