Awakening,Interaction and Guidance:The Emotional Turn and Practice Path of Publishing Live Streaming Marketing Strategies
In the era of digital connection,the consumption behavior of users has evolved from the quantitative stage to the qualitative stage to the emotional stage.The publishing industry is correspondingly facing a new shift from price-sensitive to emotional flow in its marketing strategies.Based on Fairclough's discourse analysis path,combined with quantitative content analysis and qualitative in-depth interview,the article explores the emotional marketing strategies used in publishing live streaming.The results show that at the production level,publishing live streaming awakens users'emotion via strategies of vocabulary,metaphor and identity.Specifically,in the scene dimension,publishing live streaming creates implantable,customized and immersive publishing marketing by emotional interaction and from the perspective of consumption,the publishing live broadcast actively conducts emotional guidance through the cultural adaptation of text and the business choice of anchors'IP.
publishing live streamingemotional marketingdiscourse analysis
NETL
NSTL
万方数据
