The report focuses on the consumer interaction and engagement index in the digital industry. The report covers 55 brands across 17 categories, including Carbonated, Tea, Auto, Personal electronics, Dairy, Infant formula, Sporting goods, Western style fast food, Haircare, Skincare, Cosmetics, Cocktail, Beer, Chocolate, Cookies, Chewing gum, Luxury. The report measures the awareness, engagement, and involvement of consumers with these brands through various metrics such as prompted targeted ad awareness, overall Liking, Positive Impression of Brand, Fits Brand, Clickeability, Sharing, Looking up information about brand/product. The report uses a regression model to calculate the EnSpire Index, which is a measure of consumer interaction and engagement with brands. The report also provides a sampling method of N=3,154 general consumers aged 18-45 years of age from tier 1 and tier 2 cities in China.
