Research On The Influence Of Brand Stories On Consumers' Brand Attitude Under The Background Of Internet

With the development of the Internet,the birth and development of social media has changed the channels and ways for consumers to obtain and disseminate information,which makes enterprises face greater challenges in brand promotion.Therefore,how to attract consumers' attention better and enhance their brand attitude in the new era is an important problem that enterprises should pay attention to and solve in the brand competition.As a traditional and effective marketing tool,brand story marketing(Storytelling)will burst into new vitality in the new era.At present,the existing researches on brand stories mainly focus on case analysis to explore the narrative framework of brand stories,or mainly focus on the traditional offline and advertising effects,and rarely involve the research fields with social media as the background.And with the popularity of mobile terminals,social media content marketing has attracted the attention of many enterprises,but it has a huge difference with offline market and traditional transactional e-commerce marketing,so it is necessary to explore whether the existing brand story related research can be applied to the marketing of social media;and the information search methods and scope of different product types are not In the same way,this may affect consumers' perception of brand stories,so it is necessary to explore the interference of "product type" and "brand story".This study focuses on "brand story marketing" in social media environment,and based on the previous studies,it divides the theme types of brand stories into three categories: brand story,consumer story and product story.On this basis,the following three issues are mainly studied through two experiments: First,the interference of the theme type of brand story to brand attitude,and verify the intermediary role of brand personality perception;Secondly,the moderating effect of social media interaction on the role of brand story and brand attitude;Thirdly,the moderating effect of product type on the role of brand story and brand attitude.After empirical test,experiment 1 found that: compared with non brand stories,consumers' brand attitude will be significantly improved after being stimulated by different theme types of brand stories;and brand personality perception plays some intermediary role in the relationship of brand story and brand attitude;Consumers' social media interaction has a significant negative regulation for the influence of brand story types on consumers' brand attitude.The second experiment found that: the stimulation of brand story to consumers' brand attitude is related to product type,and product type has a regulatory effect in the two mechanisms.Specifically,for experience products,brand story can more positively affect consumers' brand attitude,while for search products,product story has the strongest interference effect on consumers' brand attitude.Finally,according to the conclusion of the study,it is suggested that enterprises should pay attention to the role of brand stories,make full use of various popular social media platforms that are popular among consumers,convey brand personalities to consumers,increase emotional resonance,and enhance the brand image of enterprises through the release of brand stories in the process of brand marketing promotion.At the same time,in the process of brand marketing planning,We should also consider the impact of individual characteristics of consumers and product types.