Research on the Path to Enhance the Brand Value Based on Social Network

被引：1

作者：

Zhao, Chunhua ^{[1
]}

机构：

[1] Beijing Inst Fash Technol, Sch Fash Commun, Fash Commun Res Ctr, Beijing, Peoples R China

来源：

2021 2ND INTERNATIONAL CONFERENCE ON E-COMMERCE AND INTERNET TECHNOLOGY (ECIT 2021) | 2021年

关键词：

social network; brand marketing; network communication; brand communication; electronic commerce;

D O I：

10.1109/ECIT52743.2021.00036

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Facebook, Twitter, WeChat and the other social network take "people-gathering" as the biggest dividend. Through the sharing of users' information, images, mood and so on, the social network transfer the offline non-contact social interaction onto the network, so that brands have more channels for "fans marketing". Social network "topics", communities, viruses-like spreading model enhance not only the popularity and the reputation of the brand, but also the consumers loyalty, consumers brand preference, and thus the brand value. In this paper, the promotion path of the value of brands in the social network service is taken as the focus.

引用

页码：130 / 133

页数：4