Research on Brand Building Effect of Internet Famous City in Short Video

分类： 数字出版 >> 数字技术 提交时间： 2023-07-23

Guolei Song

摘要： In the Internet era, short video platforms have created many Internet famous cities, among which "Zibo barbecue" and related topics have continued to be popular for several months and have become a phenomenal IP. From the perspective of brand building and audience's selective psychology, this paper makes a detailed study on the brand building effect, audience's psychological mechanism and strengthening factors in the communication process of Zibo Barbecue through experiments and in-depth interviews. Through research, this paper draws the conclusion that brand promotion can affect the audience's cognition and emotion. Compared with the single brand promotion, the brand promotion of conflict and opposition can affect the audience's cognition and emotion more. The same-frequency resonance of official and folk public opinion field and the immersive experience of short video platform are important factors to strengthen the spread of Zibo barbecue. By studying the construction effect of Zibo barbecue brand, this paper summarizes the experience for countless small and medium-sized city brands to "go out of the circle".

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