Study On The Influence Of The Public Attitude Of Short Video Transmission On The Brand Equity And Word-of-mouth Communication Of Influencer City

In the background of 4G technology innovation and the advert of 5G era,the formation of internet users' social habits on the mobile end has made the mobile short video app have a strong and solid user base.In the internet age,influencer city is a hot cultural phenomenon.The rise of short video has not only changed people's social forms,consumption habits,media ecology and so on,but also the fixed image of the city.Therefore,taking the brand equity of influencer city as the research object,this paper mainly discusses the influence of the public attitude of short video transmission on the brand equity and word-of-mouth communication of influencer city through quantitative research,hoping to provide suggestions and opinions on the research of influencer city and city brand equity according to the relevant research conclusions.In this study,combined with the theory of relevant literature,the impact of short video transmission's public attitude on the brand equity and word-of-mouth communication of influencer city is discussed.Then by drawing on the latest achievements in the field of domestic and foreign urban brand equity research,combined with in-depth interview conclusions and pre-survey data,typical urban cases are selected.Moreover,after the development of standardized scale,reliability and validity analysis,exploratory factor analysis and confirmatory factor analysis,the influencer city brand equity scale including three dimensions of city inimitable symbol,city appeal and commercial traffic value is constructed.Finally,the one-way ANOVA of demographic characteristics is carried out,and the structural equation model analysis and intermediary effect analysis are carried out for the theoretical model,and this model is a reference for the future evaluation of relevant influencer cities.Specifically,the main conclusions are divided into two aspects: theory and practice.The conclusions of theoretical research are as follows: first,in the influencer city brand equity,city appeal,commercial traffic value and city inimitable symbol are included.Secondly,the public cognition and emotional attitude of urban short video have significant positive effects on the city inimitable symbol,city appeal and commercial traffic value.At the same time,the city inimitable symbol,city appeal and commercial traffic value also have a significant positive impact on the positive word-of-mouth communication.Thirdly,the city inimitable symbol,city appeal and commercial traffic value play a part of intermediary role in the influence of the public cognitive attitude of the city short video on the positive word-of-mouth communication.City inimitable symbol,city appeal and commercial traffic value play a part of intermediary role in the influence of short video public emotional attitude on positive word-of-mouth communication.In practice,when people express,interact and establish relationships through short video platform,their interaction and other behaviors have a profound impact on urban communication.However,from the long-term development of the brand of influencer city,communication practice still needs to be paid attention to.According to the research results,in addition to the theoretical conclusions,the relevant practical suggestions are put forward for the future development of urban brand,which are summarized as follows: strengthening user insight and in-depth communication to stimulate collective identity;carrying the regional characteristic image by drawing the city characteristic picture from many angles;continuing the traditional gene of city brand,inheriting the code of innovation culture;improving the quality by creating the characteristic business card of urban development with the help of traffic;new development of cities and towns will be promoted by helping agriculture and alleviating poverty,and upgrading of industries will be promoted by new ways.The contribution of this study is as follows: standardized scale development not only provides a new perspective for the research of urban brand development,but also provides some suggestions for urban development communication.Finally,this paper summarizes the shortcomings of this study,and looks forward to the future research direction.