Research On Brand Communication Interaction In Social Media Environment

"Enterprise mediaization" is a new phenomenon of brand communication in recent years.Based on the inspiration of this phenomenon,this paper discusses the interaction between the following brands and users in the social media environment based on brand communication theory and marketing theory,and mainly extracts the mechanism of social media brand communication interaction.Among them,the main findings are: With the birth of the Internet and the promotion of social media technology,in the process of interaction between brands and users,the subject has achieved the equality of communication status.When the brand side interacts with the user,the process of disseminating information,sharing information and reflecting information during the decoding,interpretation and coding is cyclical and continuous.The universal application of social media platform makes the realization of effective interaction between brand and user possible.The characteristics of this effective interaction are based on certain media technology,marketing concept,marketing environment and user's appeal.“Zero distance” communication,instant communication,and quick feedback.When the brand spreads around the functional value,emotional value and spiritual value,the communication effect can be maximized,and the brand that forms an effective interaction with the user realizes the brand expression through the social media platform.The expression of brand value proposition and the user's appeal to brand information all focus on functional value,emotional value and spiritual value,in order to achieve true and effective interaction.