| 基于SNS的品牌传播特性 |
| |
| 引用本文： | 张信和.基于SNS的品牌传播特性[J].广州广播电视大学学报,2011,11(1):75-78,110,111. |
| |
| 作者姓名： | 张信和 |
| |
| 作者单位： | 广州市广播电视大学,广东,广州,510091 |
| |
| 基金项目： | 广州市广播电视大学"十一五"规划课题 |
| |
| 摘 要： | SNS以现实性社会关系为传播基础，品牌传播优势突出。本文在SNS真实性特质和品牌传播优势分析基础上，论述了品牌主隐蔽性、休闲娱乐信息共享性、情感体验导向、品牌信息微量化与开放性、网民深度参与性的品牌传播特性。
|
| 关 键 词： | SNS品牌传播特性 |
A Study on the Characteristics of SNS-Based Brand Communication |
| |
| ZHANG Xin-He.A Study on the Characteristics of SNS-Based Brand Communication[J].Journal of Guangzhou Radio & TV University,2011,11(1):75-78,110,111. |
| |
| Authors: | ZHANG Xin-He |
| |
| Institution: | ZHANG Xin-He(Guangzhou Open University,Guangzhou 510091,China) |
| |
| Abstract: | SNS has great advantages over others in brand communication because of its basis on realistic social relations.This paper analyzes the authentic property of SNS,and proceeds to elaborate characteristics of SNS-based brand communication,such as,invisibility of the brand owner,entertainment information sharing,emotional experience directing,information smallness and openness,and deep involvement of internet users. |
| |
| Keywords: | SNS |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
