微博中的品牌代言传播拓展

发布时间：2018-05-07 18:26

本文选题：品牌代言 + 社交媒体　；参考：《青年记者》2015年11期

【摘要】：正品牌代言传播是在品牌沟通中,借助于其他个体与传播对象进行交流,将抽象的品牌个性、内涵和价值通过鲜活的个体沟通传达给目标受众群。社交媒体时代的到来,不仅为品牌代言带来了新的传播渠道,社交媒体自身的媒介特性,也从代言人选择、代言人与品牌关联、代言人与消费者关系等方面对品牌代言传播进行了全新拓展。影响品牌主对品牌代言人的选择微博是一个开放的网络平台,所有的品牌都能通过微博账号与消费者进行一对一的人际互动沟通。微博影响力的
[Abstract]:Positive brand endorsement communication is in brand communication, with the help of other individuals to communicate with the communication object, the abstract brand personality, connotation and value through fresh individual communication to the target audience. The arrival of the social media age has not only brought new channels of communication for brand endorsements, but also brought about the media characteristics of social media itself, as well as the choice of spokesmen, the relationship between spokesmen and brands, The relationship between the spokesman and the consumer has carried on the brand-new expansion to the brand endorsement communication. Weibo is an open network platform, all brands can communicate with consumers one-to-one through Weibo account. Weibo's influence
【作者单位】：北京工商大学艺术与传媒学院;
【基金】：北京市教育委员会“教师队伍建设——青年英才计划”项目支持,项目编号:YETP1463
【分类号】：G206

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