Research on Urban Brand Communication from the Perspective of Omnimedia Era-- Taking “Zibo Barbecue” as an Example
Abstract
In the era of all-media, the mode, media and content form of city brand communication have changed. Through the fission effect caused by the image of city emotion and good reputation on social media communication, Zibo Barbecue successfully “gets out of the circle”, which has also become a typical case of city brand communication.
Keywords
Omnimedia; Social media communication; Emotional communication; Word-of-mouth communication
Full Text:
PDFReferences
[1]ZHANG Yi, Zhang Rui. Urban Brand Theory [J]. Journal of Management, 2006 (3) : 468-469.
[2] Tang Yuxin. Research on the construction and communication strategy of Ningbo’s “modern coastal metropolis” under the background of new media [J]. Modern Marketing (ten-day issue). 2023(04)
[3] Liao Shengwu, Zheng Yongtao. Research on Urban Brand Communication from the perspective of Media Construction [J]. Contemporary Communication, 2023(02)
[4] Li Lianbi. Urban Communication of short video platform in the “post-Internet celebrity Era” [J]. News Lovers, 2021(12)
DOI: http://dx.doi.org/10.18686/ahe.v7i16.8934
Refbacks
- There are currently no refbacks.
