The Pathways of Brand Anthropomorphism of Small and Medium-Sized Brands in the New Media Environment

School of Business and Management, Xiamen Huaxia University, Xiamen, 361024, P. R. China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

The new media landscape profoundly transforms brand communication into nonlinear, participatory processes, shifting consumers from passive recipients to active co-creators who prioritize emotional and signaling value over tangible functional attributes. Facing resource constraints and ineffective traditional advertising, small and medium-sized brand (SMB) adopt brand anthropomorphism for low-cost, sustainable differentiation strategies. This paper examines the nonlinear logic of new media communication, the multifaced dimensions of brand anthropomorphism, and key reasons for its adoption by SMBs. It shows that anthropomorphism enhances emotional identification, memorability, and deep engagement while countering serious market homogenization via algorithms and vibrant communities. The Pop Mart case demonstrates practical pathways through anthropomorphic IP construction, emotion-based narratives and cross-platform consistency, enabling rapid market entry and brand advocacy. A framework integrating IP building, emotional content, interactive co-creation, platform adaptation, and algorithm optimization is proposed. Future research should address potential negative effects related to self-construal differences and explore emotional mechanisms influencing brand loyalty.