Analysis of New Media Communication Countermeasures Based on College Students’ Media Contact Behavior by Brand Master

Abstract

With the rapid development of digital technology, new media has gradually become an indispensable part of people’s daily life. For today’s society, especially young people, new media has surpassed traditional communication tools and has become an important medium for shaping culture and values. Especially in the group of college students, new media has penetrated into all aspects of their study, life and social interaction, and has almost become their daily life. In this regard, brand owners are faced with the challenge of how to eff ectively transmit brand information and improve brand awareness and goodwill. The consumption habits and behaviors of college students have had or will have a signifi cant impact on the market in the future. Therefore, in-depth exploration of the media contact behavior of college students and the formulation of targeted communication strategies can not only bring short-term benefi ts to the brand, but also have inestimable value for the long-term development of the brand.