The relationship between social media uage and brand communication identification towords local government image of Henan Province China

The study aims to investigate the relationship between the public's social media usage (SMU) and identification of local government image (ILGI) in Henan Province, China, and explore appropriate strategies to optimize local government image brand communication (GIBC) based on brand equity (BE) using government social media (GSM). This study used an explanatory sequential mixed-methods design. Firstly, in quantitative research stage, based on conceptual framework, this study developed a model with independent variable as SMU, dependent variable as ILGI, and mediator variables as social trust (ST) and social participation (SP), adapted from existing literatures to form the questionnaire. Data were analysed using SPSS 26.0 and SmartPLS 4, and structural equation modelling was developed through PLS-SEM. Seven hypotheses were tested and supported. Quantitative results indicated that SMU had a significant positive effect on ST, SP, and ILGI, and ST and SP had significant positive effect on ILGI, and the mediating effect of ST and SP between SMU and ILGI were partial. It also demonstrated that the public mainly chosed government WeChat public account in usage of GSM, and ST and SP can be strengthened by public information communication (PIC) and public service provision (PSP) through GSM. Subsequently, a qualitative stage was conducted. Data collected were analysed using the six-phase guide method with Nvivo 11 to form final thematic map. Based on interviewees_ insights, findings demonstrated that GSM was an important instrument, and local government could conduct GIBC strategy on GSM based on BE. Meanwhile, guidelines for BE practice are proposed for GSM optimisation. Research results imply that ST and SP can enhance positive effect of SMU on ILGI, and GSM, as an important instrument of GIBC, subsequently PIC and PSP can be used to strengthen ST and SP. Based on BE, local government can benefits the use of GSM in order to optimise GIBC.