Exploration of new media operation and brand promotion strategy in the era of artificial intelligence

Abstract

Abstract This paper proposes a new evaluation model for the current situation and challenges of further media communication of enterprise brands through diversified publicity. A comprehensive evaluation model based on AHP-EWM-TOPSIS is constructed by establishing an evaluation index system for the effect of new media operation and publicity, and preprocessing the indexes with the polar deviation method, combining the hierarchical analysis method and entropy value method for weight assignment. Through practical application to the evaluation of M Company’s publicity strategy, it is found that most employees evaluate the current strategy as average or poor, and the investment in new media operation cost is low. In addition, gender has no significant effect on the use of new media platforms, but the user web video usage rate has reached 90%. Therefore, it is recommended that enterprises adopt scientific and practical theoretical models such as the funnel propaganda model proposed in the paper to improve the efficiency of new media operation and brand communication effect, and promote the development of enterprises.