Research on Brand Communication Strategies in the New Media Environment

Author:

Zhang Yongkang1

Affiliation:

1. Taylor's University

Abstract

With the rapid development of new media technologies, especially the rise of short video platforms, brand communication strategies have undergone significant transformations. This study focuses on how short videos and the influencer ecosystem redefine the interaction between brands and consumers in the new media environment, and fundamentally affect the methods of brand communication. Through an in-depth analysis of short video platforms and the influencer ecosystem, this paper proposes various innovative brand communication strategies adapted to the new media environment. It is found that utilizing the influencer ecosystem can not only enhance the brand's market sensitivity and consumer engagement but also greatly improve the efficiency and effectiveness of brand communication through data-driven content optimization. The results of this study provide theoretical and practical guidance for brands to formulate more effective market strategies in the age of new media.

Publisher

EWA Publishing

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Building Sustainable Brands in the Digital Age: Integrating New Media and ESG;Journal of Social Science Humanities and Literature;2024-08-29

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