The Impact of Chinese NEV Executives’ Weibo Marketing on Company Performance

Abstract

This study investigates the impact of executives' personal Weibo marketing on the performance of Chinese new energy vehicle (NEV) companies. While existing research has primarily focused on corporate social media accounts, this project explores how individual executives' engagement influences sales, brand perception, and consumer behavior. Using a mixed-methods approach, the research combines secondary data analysis (regression models based on Weibo metrics and company performance indicators) with a primary survey of 300 NEV consumers and potential buyers. The results suggest that executive-level engagement on Weibo is positively associated with NEV deliveries and moderately with consumer search interest, though its influence on market share remains limited. Demographic analysis reveals that younger consumers are more responsive to executive content, highlighting a need for targeted social media strategies. The study recommends a dual-channel marketing approach that leverages both official and executive accounts to strengthen brand influence and drive sales in China’s rapidly evolving NEV industry.