The Research On Effects Of Soft Advertising In Online Community For Brand Communication

Branding in mass communication media shows a significant change when competitive level of mass media is too high. Audience relationship to media tools is one of the best indicators of brand communication. However, the old-fashioned web advertising has been ignored arbitrarily or gets drowned out in massive data imperceptibly. At the same time, online community has noticeably became much stronger and powerful than ever before. Huge amount of time was spending on variety of community activity interactions through terminals briefly consist of smartphones, tablets and PCs by users. Under this trend, it's high time for enterprises to develop soft advertising based on online communities for theirs brand communications. Web-based advertising has been popular for years but not exactly many researches on soft advertising, especially among communities. Systematically research is focused on the influences of brand communication made by online community soft advertising. Hopefully, it could make any contribution for the research on web advertising's theories or practice.Point of penetration of research subject is from brushing up the performance patterns of online community soft advertising; try to analyze its causes, then the identity of communicators as well as consequences of them in terms of soft advertising; afterwards turns to the features of this kind of media and its position on brand building. Final work is located in the specific effect and put forward some detailed applicable strategy.Main conclusions are as followings:First, two base-like reasons which support soft advertising's existing and developing: one could be Internet media and web advertising's grown up; the other is arbitrary ignorance to hard advertising.Second, two brief features of its main media: web community users have become the main part of information broadcasters in web 2.0; A highly interaction among users must directly affect soft advertising's communication than traditional medias.Third, online community-based soft advertising plays an important roll in brand building in the Internet Age. Its specific action acting on three aspects: the communication channel between brand and consumer was expended by community soft advertisement; a feasible complementary to the ways of brand spreading; furthermore it could be use like a Trojan horse in publics by enterprise when facing crisis.Finally, specific operations could be taken into considerations when enterprises want to develop soft advertising on online community for brand communications. To begin with, organizing a group to do the long-term research about its own brand's broadcasting principle. Then applying an authenticated official account in selected mature popular Internet communities. Moreover, taking advantages of common users who is willing to share theirs good experiences with others or could even hire a number of people to share positive arguments of its brand. Last, mining those excellent posts and push forward them to be much-talked-about-topic.