An Empirical Study On The Influence Of Live Webcast Marketing On Enterprise Brand Image Based On Customer Perception

With the development of science and technology,the marketing methods based on social media is booming.On the basis of social media marketing,new marketing methods emerge endlessly,such as APP marketing,WeChat marketing and other new marketing methods.In the past two years,because of the emergence of live broadcast platform,webcast has become the main medium of communication and exchange between consumers and enterprises,even has become the main battlefield of marketing activities of enterprises.Therefore,the current live webcast marketing is not only the core of the whole social media marketing,but also has become an important bridge between enterprise brands and consumers to form an interactive and cooperative relationship.With the continuous development of live broadcast economy,live webcast has rapidly grown into a propaganda platform with considerable scale and influence.This new marketing model with low doorsill,high passion,low cost and high efficiency has been favored by many consumers and enterprise brands,webcast has become one of the most popular marketing methods in social media marketing.Under this background,this paper adopts the method of combining theoretical research and empirical analysis,and selects three models of live webcast marketing that are "brand + star + live broadcast","brand + ordinary person + live broadcast","brand + press conference + live broadcast",combine them with enterprise brand image,and introduce brand identity as intermediary variable.This paper studies the influence of live webcast marketing on corporate brand image and finally obtains several factors that affect corporate brand images in order to provide some references and suggestions for enterprises to do webcast marketing well.Finally,through the empirical research,we find that the choice of the marketing mode of live webcast has a positive impact on improving the corporate brand image,that is,the enterprise can improve the image of the enterprise brand in the consumer's heart through live webcast marketing;in addition,the brand identity has an intermediary effect on the process of live broadcast marketing mode influencing the enterprise brand image.These conclusions can effectively help enterprises to realize the importance of live broadcast marketing on enhancing their brand images,can guide enterprises to choose proper modes on using network broadcast to carry out marketing activities,so then improve consumers' recognition and loyalty to the corporate brand image.