网络社群时代的品牌关系探究
Exploration of Brand Relationship in the Era of Online Community
王战 1王卓青1
作者信息
- 1. 湖南师范大学 新闻与传播学院,湖南 长沙 410081
- 折叠
摘要
随着媒介技术的飞速发展,网络社群作为一种新的社会群体模式得以诞生.在网络社群时代,品牌关系朝着以互动为核心、以协同为导向的方向发展.同时,品牌关系的认知逻辑发生根本变化,逐渐形成品牌、消费者及利益相关者共同创造品牌价值的新型品牌关系.
Abstract
With the rapid development of Internet and virtual reality technology,human activities have been increasingly developing into grid management.And online communities have emerged as a new social group model.In the era of online communities,brand relationships are developing towards a direction centered on interaction and guided by collaboration.At the same time,the cognitive logic of brand relationships has undergone a fundamental change,gradually forming a new type of brand relationship where brands,consumers,and stakeholders jointly create brand value.
关键词
网络社群/品牌关系/品牌价值Key words
online community/brand relationships/brand value引用本文复制引用
出版年
2023
NETL
NSTL
维普
万方数据