Research On Emotion Communication Of Brand Advertising In Social Network

As a unique phenomenon of human society,emotion plays an important role in people’s social life.In the Internet era,the isomorphic relationship between emotion and society is becoming more and more obvious,and the emotional communication in social networks has become unprecedentedly active.The renewal and iteration of mobile communication technology has promoted the rise and development of social network media.The focus of brand marketing of enterprises has also begun to shift from traditional media to Internet platform.The emotional communication of brand advertising in social network plays a vital role in maintaining emotional communication,brand loyalty and brand image with the audience.From the perspective of communication,this thesis takes specific brand advertising communication cases as the research object,and uses research methods such as in-depth interview,grounded theory and case analysis to carry out an empirical study on the emotional communication of brand advertising in social networks from the two levels of brand communication subject and audience.According to a large number of initial data collected from in-depth interviews,summarize and refine the influencing factors and build relevant theoretical models.Through the research,it is found that the three factors of communication subject factor,audience initiative and audience self perception have a direct impact on the emotional communication of brand advertising in social networks,and the audience individual factor forms an indirect impact on the emotional communication of brand advertising social networks through the internal intervention of audience self perception and audience initiative.Combined with the case analysis of advertising communication,this thesis proves the feasibility of the theoretical model in the actual communication process.Finally,through the in-depth analysis of the influencing factors,this thesis puts forward the Optimization Countermeasures for the emotional communication of brand advertising in social networks from the two main levels of communication subject and audience.In the social network communication environment,brand advertising needs to carefully consider the balance between commercial attributes and social attributes,the selection and arrangement of appropriate communication process,the excavation of real emotions and the positive value transmission of sociality in the process of emotional communication;As an audience,when facing the emotional communication of brand advertising,the capital logic behind it and the emotional cognitive intervention of algorithm technology need to be treated dialectically with rationalist thinking.Through the analysis of the communication subject factors,audience individual factors,audience initiative and audience self perception in the emotional communication of brand advertising,this thesis hopes to provide a useful reference for the improvement of brand emotional communication efficiency in social networks and the guidance of audience consumption behavior based on brand emotion.