Research On The Influence Of The Work Interruption And The Interaction Of The New Media Advertisement On The Enterprise's Brand

It's a period that information and communication technology are ever-changing,new media,supported by information technology and mobile phones and Pad,is gradually becoming the main medium of communication.Compared with the traditional communication tools,the new media is real-time communication,and the feature makes it possible to send message to a wide range of audience conveniently and with low cost.So the new media is rapidly promoted in marketing activities,and become an essential tool.At home and abroad qualitative research accounts for large proportion on the impact of advertisement on enterprise's brand equity while nearly no one concentrates on the impact of new media advertisement on enterprise brand equity.Basing on the existing research results and integrating knowledge from different domains such as psychology and marketing,this paper first analyzes the double effects of the new media advertisements on the user's work interruption and the work interaction under the working situation,and then analyzes how the double effects influence customers' attitude toward advertisement and how the attitude influences the five typical dimensions of the brand equity,and at last puts forward eight hypotheses in the process of analysis.Basing on the analysis,I construct theoretical model.The dimensions of brand equity in this paper include brand attitude,brand awareness,brand association,brand loyalty and perceived quality.On the basis of qualitative research,this paper chooses the JD as a stimulant,gets data by using the questionnaire survey,conducts exploratory data analysis using SPSS software,and tests the structural equation model(SEM)built in this paper using Amos software.The results show that,under the working situation,the double effects of new media advertisement have significant impacts on brand equity through advertisement attitude,and the double effects on brand equity are opposite.Finally,this paper summarizes the conclusions of this study,and points out the limitations.According to the conclusions,it is proposed that enterprises should be based on the big data analysis,grasp the pain point of user's demand and then send new media advertising,carrying out precision marketing;at the same time enterprises should carry out innovation strategy in marketing,and improve consumer brand attachment.About the advertising content,enterprises should inject the cultural connotation to the new media advertising,improving brand equity.