Evaluation Model Construction of Brand Media Influence in Short Video in the Publishing Media Industry

Shaozhen Hong (15717260757@163.com) and Liang Wang (wangliang@bigc.edu.cn)
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Shaozhen Hong: Beijing Institute of Graphic Communication
Liang Wang: Beijing Institute of Graphic Communication

A chapter in LISS 2020, 2021, pp 913-930 from Springer

Abstract: Abstract Facing the impact of the current digital wave, the Publishing media industry is in urgent need of exploring a new way for brand communication. This paper provides a model for publishing media industry to quantify its own brand communication influence. Based on the perspective of brand communication characteristic, this paper combines with the feature acquisition principle of mobile terminal to redefine brand communication elements. Four research questions are proposed, and quantitative indicators of brand evaluation with calculation methods are constructed. Compared with NEWRANK index, this paper illustrates the feasibility of the evaluation model of the brand media influence of publishing media in short videos. At last, three suggestions are put forward to help publishing media enterprises to explore a new way to quantify brand media influence.

Keywords: Publishing and media industry; Short video; Brand media influence; Evaluation model (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-33-4359-7_63

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DOI: 10.1007/978-981-33-4359-7_63

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