Research On The Behaviors Of Youth Group Participating In Internet Brand Communication

With the development of Internet technology and the popularity of mobile terminals,Internet brands have set off a communication boom on social media,and youth groups have become the backbone of brand communication.Through in-depth interviews and participatory observation,this study focuses on the communication behaviors of youth groups participating in the Internet brand communication in order to reveal the communication mode and motivation of young people participating in the Internet brand communication and discuss how the interpersonal interaction of youth groups affects the brand communication modes.The findings are as follows:firstly,youth groups influence the communication path of Internet brands,that is from loyal brand users to social media users,and there is heterogeneity among social media users.Secondly,youth groups divide their social media friends into different groups,which has a direct impact on their brand communication.The communication ways can be divided into public type,group type and private type.Thirdly,the general motivation for youth groups to participate in Internet brand communication is entertainment and ritual sharing.Different communication types also have different communication motivations.The use of open communication can satisfy their narcissistic psychology and performance desire;The purpose of group communication is to create self-image and separate self.The use of private communication is to strengthen interpersonal communication and social contact.Fourthly,the interpersonal interaction of the youth group influences the mode of brand communication.On the one hand,young people use different communication symbols to participate in the communication on social media.They often use diversified communication symbols in public and group type and prefer pictures and emojis.In private communication,they mainly interact with a single character symbol.On the other hand,Internet brand communication can take advantage of the interpersonal network of young users to carry out social communication and meet their social needs.Interpersonal interaction and brand communication complement each other,and young users become co-creators of brand value.