Research On Personal Brand Communication In The Era Of Social Media

Since 2000,when we entered the era of globalization 3.0,the value of individuals has become particularly important.With the emergence of personal brands value dividend,the creation of personal brands is also a scramble for popularity.Under such a background,a dozen issues also come out with the change of the times.How can personal brand accomplish brand building and form brand recognition in the age of social media? What kind of brand communication strategy can be adopted to capture the attention of consumers and encourage potential consumers to complete the brand consumption behavior? Finally,what can we learn about personal branding in the age of social media,and is there anything new going on?In order to explore the questions above,this paper will take a specific personal brand case ‘Soft Mom Growth College' as the research object from the media background in the social media era.Based on the basic path of brand communication research and the theoretical framework of brand equity model,this paper will use case analysis,content analysis(ROST Content Mining and Excel)and in-depth interviews to analyzes the background of the rise of personal brand,the connotation,identification and construction of personal brand,and the strategy application of personal brand.Finally,it reflects on the development of personal brand communication in the era of social media.This study found that personal brand connotation and identification system of personal brand are closely related to individuals in the era of social media.Behind it,self-worth,individual behavior and personal image become the key step that mold brand impression.In the process of the brand communication,dimensions of channel,content and emotion have considerable available concrete strategies.The neglected private communication channel in the past has become the main communication position,and the most valued economic capital in the past began to weaken while social capital and cultural capital tended to be dominant.At the same time,brand experience guides consumption and plays an important role in driving brand development.However,personal brand inevitably faces some difficulties in the context of becoming a hot topic,such as the chaos of brand communication leading by increasingly fierce brand competition and unfair competition.Moreover,personal brand without professional team is difficult to break through the communication status quo in the face of ‘internal and external troubles' brought by the era of social media.