基于SNS的品牌传播特性  

A Study on the Characteristics of SNS-Based Brand Communication

作　　者：张信和[1] 

机构地区：[1]广州市广播电视大学,广东广州510091

出　　处：《广州广播电视大学学报》2011年第1期75-78,110-111,共4页Journal of Guangzhou Open University

基　　金：广州市广播电视大学"十一五"规划课题"网络广告互动传播与品牌形象"(穗电大〔2006〕44号)

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。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.

关 键 词：SNS品牌传播特性 

分 类 号：J524.3[艺术—艺术设计]