The Brand Image Building Under The Influence Of Microbolg Opinion Leader

Micro blogging has brought a revolution to the current dissemination of information.Especially in the business field, more people aware of that ’micro blogging’ plays a significantrole in product promotion and branding. Hence the advantage of interactivity andparticipation for micro blogging, the opinion leaders within micro blogging platform play agreater influence. This thesis is about to analyze the characteristics of opinion leaders in themicro blogging, mode of transmission and influence public opinion depending on the theoryof communication. How to use micro blogging opinion leaders to build brand image byinfluencing public opinion will be discussed also.First of all this subject makes comparative analysis between the micro blogging opinionleaders and traditional opinion leaders and finds out that the micro blogging opinion leadersand traditional opinion leaders have the same communication function, public opinion affectthe methods and sources of information. However, due to the different modes of transmissionand great information capacity of micro blogging，micro blogging opinion leaders have theadvantage of information releasing more frequencies, contact with the audience in a widerrange and stronger interactive.Then, according to perspectives of the communication category, mode of transmissionand audience, the paper analyzes forms of communication of brand image in micro bloggingand traditional media, draws that in micro blogging brand communication, enterprises paymore attention on the communication content，interaction with audience in order to influencethe brand choice audiences.Next, the authors basing on Asker’s brand equity theoretical model, using masscommunication theory and opinion leaders theory initiate literature analysis and case analysisfrom the points of brand awareness, brand awareness, brand association and brand loyalty. Itis clear that authoritative, strong communication efforts, and disseminate real-time interactiveof micro blogging leaders have huge impact of the above four points result in a gain effect.Finally, by analyzing the restricting factors of micro blogging leaders, the authorprovides the strategies of developing and shaping the brand’s own opinion leaders byenterprises; strengthening link with the social environment and to communicating with thegatekeeper mechanism and creating brand image by the combination of a variety of media...