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Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales
In the current social media environment, emotional branding communication has become a common marketing tool for brand owners, and therefore it has become particularly important and urgent to study it. Based on the perspective of brand equity theory, combined with the new characteristics of marketin...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9379138/ https://www.ncbi.nlm.nih.gov/pubmed/35983199 http://dx.doi.org/10.3389/fpsyg.2022.959986 |
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author | Zhang, Yin Tu, Zhongfang Zhao, Wenting He, Lu |
author_facet | Zhang, Yin Tu, Zhongfang Zhao, Wenting He, Lu |
author_sort | Zhang, Yin |
collection | PubMed |
description | In the current social media environment, emotional branding communication has become a common marketing tool for brand owners, and therefore it has become particularly important and urgent to study it. Based on the perspective of brand equity theory, combined with the new characteristics of marketing communication in the social media environment, this paper constructed an emotional branding communication model in the social media environment. The system dynamics (SD) method was used to simulate and analyze the new product marketing system to assess whether it could stir the emotional needs of the consumers and resonate within their hearts. This paper discusses the asymmetric communication of different brands regarding the same commodity to determine the impact of this exchange mechanism, that is, only the weak brands in the market initially adopt marketing methods, while the strong brands do not participate in social marketing activities. It was found that the influence of marketing frequency and marketing intensity on symmetric and asymmetric communications was different. In the face of different types of competitors, the marketing strategy of weak brands needs emphasis. Through unit consistency test, structure verification test, effectiveness, and rationality test, it was proven that the emotional branding communication model and new product sales interaction simulation model established in this paper were reasonable and effective. |
format | Online Article Text |
id | pubmed-9379138 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-93791382022-08-17 Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales Zhang, Yin Tu, Zhongfang Zhao, Wenting He, Lu Front Psychol Psychology In the current social media environment, emotional branding communication has become a common marketing tool for brand owners, and therefore it has become particularly important and urgent to study it. Based on the perspective of brand equity theory, combined with the new characteristics of marketing communication in the social media environment, this paper constructed an emotional branding communication model in the social media environment. The system dynamics (SD) method was used to simulate and analyze the new product marketing system to assess whether it could stir the emotional needs of the consumers and resonate within their hearts. This paper discusses the asymmetric communication of different brands regarding the same commodity to determine the impact of this exchange mechanism, that is, only the weak brands in the market initially adopt marketing methods, while the strong brands do not participate in social marketing activities. It was found that the influence of marketing frequency and marketing intensity on symmetric and asymmetric communications was different. In the face of different types of competitors, the marketing strategy of weak brands needs emphasis. Through unit consistency test, structure verification test, effectiveness, and rationality test, it was proven that the emotional branding communication model and new product sales interaction simulation model established in this paper were reasonable and effective. Frontiers Media S.A. 2022-08-02 /pmc/articles/PMC9379138/ /pubmed/35983199 http://dx.doi.org/10.3389/fpsyg.2022.959986 Text en Copyright © 2022 Zhang, Tu, Zhao and He. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Zhang, Yin Tu, Zhongfang Zhao, Wenting He, Lu Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
title | Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
title_full | Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
title_fullStr | Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
title_full_unstemmed | Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
title_short | Design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
title_sort | design of emotional branding communication model based on system dynamics in social media environment and its influence on new product sales |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9379138/ https://www.ncbi.nlm.nih.gov/pubmed/35983199 http://dx.doi.org/10.3389/fpsyg.2022.959986 |
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