摘要
Web2.0时代,互联网越来越多地融入了互动、分享、交流的人性化元素。社会化媒体带给用户更加新鲜的网络体验,网络传播应用模式也更具创意性。受众认知和商品消费行为也发生巨大变化。品牌的情感传播,就是要捕获消费者的情感,通过情感打动消费者,把人类共通的情感注入到商品之中,使消费者在情感的体验、想象、享受中自觉地接受产品和服务,从根本上与其建立起一种持续的、长久的情感关系。在这个过程中,社会化媒体以其公开性、参与性、对话性、交流性、连通性和社区化的特点成为品牌情感传播的有效平台。
In the era of Web2.0,humanized factors of communication,interactivity,sharing has been placed in the internet.Social media brings fresher experience and more creative application modes.Great changes have taken place on audience acknowledge and consuming behavior.Brand emotional communication,which hunts consumer＇s emotion and move consumers through the approach that we place the common human emotions to the commodities,makes consumers accept the product and service consciously in experience of emotional imagination and enjoyment.A long-term and continuous relationship is built by brand emotional communication.Social media become the effective and efficient channel due to its characteristics of participation,publicity,communication,dialogism,connectivity,and integrating with local community.
出处
《阴山学刊》
2012年第2期45-49,共5页
Yinshan Academic Journal
基金
福建省教育厅课题"海峡两岸社交媒体品牌传播策略比较研究"(JB11218S)部分研究成果
关键词
社会化媒体
品牌
情感
传播策略
Social media
Brand
Emotion
Communication strategies
