Research On The Influence Of Brand-Led Media Content Marketing On Brand Loyalty

Professional advertising agencies and traditional media such as newspapers and television often charge high service fees when providing services for brand owners,which directly increases the operating costs of brand owners.At the same time,the attention of consumers is gradually shifted to the network,and the effect of traditional marketing channels for brand owners will gradually red-uce,which makes it a new marketing trend for brands to establish their own media platforms or to produce and disseminate brand content with the help of other we-media platforms.The new marketing method of content marketing with the help of we media platform has also attracted widespread attention from the industry and scho-lars.However,most of the existing researches are mainly theoretical and lack empirical research.Therefore,in this paper,on the basis of predecessors' resear-ch,first through the "san-jiu cold spirit pellet" and "haier" aside "refrigerator" two brands of content marketing case depth interview,and encodes the intervie-w content,extracting main from media content marketing brand story,entertai n-nment,social three main characteristics.Secondly,the author makes a reason-able assumption on the influence path of the content marketing characteristics,brand memory and brand loyalty of the brand master we media,and constructs the influence conceptual model of this paper.Finally,the questionnaire was designed and distributed,and the reliability,validity,correlation analysis and structural equation model analysis of the questionnaire data were carried out through SPSS22 and AMOS software,so as to obtain the research results of this paper and test the hypothesis.Through the research,it is found that the story-oriented and entertainmentoriented features of the content marketing of brand main we-media have a significant positive impact on consumers' brand loyalty,while the influence of soc-ialized features is weak.Brand memory plays a part in regulating the relation-ship between content marketing and brand loyalty.Finally,according to the re-search results of this paper,combined with the status quo of the content mark-eting of brand main "we media",some Suggestions on how to conduct conten-t marketing through the channel of "we media" are put forward for the refere-nce of enterprises in practice.