Study On Awareness Of Internet Media Team In Colleges And Universities

How to increase awareness of internet media team is an important task facing the publicity departments in colleges and universities. And it’s of great significance for the construction of campus cyber culture. But little research has been done to examine how awareness of an internet media team in colleges and universities can be increased. In order to make up for the paucity of research, the paper launches a study on the concept, the measurement, the effect factors and increasing strategies of awareness of internet media team to examine awareness of an internet media team in colleges and universities.The paper first examined researches of awareness from four aspects: concepts of awareness, measurement of awareness, effect factors of awareness and strategies to increase awareness. Then, the concept of brand awareness of internet media team in colleges and universities was proposed. After that, the measurement of internet media team in colleges and universities was worked out. Then, factors that may affect awareness of internet media team in colleges and universities was drawn out from previous researches. Based on these factors, hypotheses on the relationship between the factors and awareness were proposed, and a model was created too. Finally, data are collected from a survey and statistical analyses are conducted to test the hypotheses. After all this, strategies to increase awareness of internet media team were proposed.The study of this paper shows that the awareness of an internet media team in colleges and universities is very similar to the brand awareness of marketing. They both have three levels, namely recognition, recall without aid, and first top. And with proper modification, methods and scales to measure brand awareness could also be used to measure the awareness of internet media team in colleges and universities. Furthermore, what affects brand awareness, like perceived quality and personality also shows effect on the awareness of internet media team in colleges and universities. Therefore, awareness of internet media team in colleges and universities could be treated as brand awareness of internet media team in colleges and universities. The conclusion is that higher awareness level of internet media team could be achieved by brand building.