Researchon On Influence Of We-Media Communication On Attitude Of The Post-90s Towards National Brand

In the context of globalization,cultural soft power has become an important component of national competitiveness.As an important link in the construction of soft power,the national brand plays an increasingly significant role in establishing a national image,transmitting Chinese values,and telling Chinese stories well.The connotation of national brands and the spread of national brands have attracted the attention of domestic and foreign researchers.The problem of the dissemination,dissemination and attitude of national brands has become a key issue in the promotion of the quality of national brand communication.This study analyzes the literature on national brands,self-media dissemination,post-90 groups,and brand attitudes,and sorts out key points in the process of national brand communication.Under the background of globalization,the construction of the national brand has important strategic significance for the development of the country.The dissemination subject and object of the national brand are diverse.Affected by the growing environment and self-media technology,the post-90 s groups have distinctive personal characteristics.They have fragmented Internet access habits,high online duration,immersive social networks,and emphasis on entertainment requirements.In combination with its media characteristics,with the post-90 s as the research object,this paper introduces the TRA model and the 5W model,and considers the characteristics of self-media propagation as the independent variable,adopts the information dissemination attitude and subjective norms as independent variables,the willingness to communicate as the dependent variable,and the self-media media,The content theme and the dissemination subject as a pre-variable,set up a national brand attitude influence model,and put forward hypotheses.Through the questionnaire survey,318 valid questionnaires were recovered,data were processed and analyzed using spss,and the proposed hypothesis was verified.Through data analysis,it is found that the willingness to communicate after the 90 s significantly affects their national brand attitude.Its willingness to communicate is influenced by its information dissemination attitude and subjective norms;subjective norms are influenced by the propagators;and information dissemination attitudes are influenced by the channels,themes and propagators,information presentation forms,interactive experiences,and the initiative of individual information participation.And,after 90 degrees of different levels of education,there are differences in the attitude toward national brands.Five suggestions for the conclusions are as follows: Coordinating the national brand layout,formulating a national brand strategy;enriching the connotation of the national brand,and strengthening the output of positive topics;empowering the media channels,giving full play to the advantages of multi-level communication subjects;adapting to the needs of public opinion,and innovating forms of communication.Pay attention to communication and interaction and strengthen public opinion guidance.Finally,the limitations of this study are reconsidered and future research prospects are proposed.