Research on Brand Emotional Marketing Based on Douyin Short Video

DOI

10.2991/978-2-494069-97-8_96How to use a DOI?

Keywords

new media; Brand Emotional Marketing; Douyin short video

Abstract

With the rapid development of new media, Brand Emotional Marketing has gradually become an important Marketing method. In this paper, the concept and characteristics of Brand Emotional Marketing are discussed, the key points in line with consumers’ cognition and the emphasis of Brand Emotional Marketing are found, and Douyin short videos are used to promote Marketing development and enhance Brand value. There are many factors affecting Brand Marketing, among which Emotional Marketing strategy is obviously a booster for Brand development. Different from traditional Marketing methods, the birth and development of new media make Marketing methods show diversity. The influence of Emotional Marketing on Brands is also expanding and bringing new development.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiancheng Lu
AU  - Xingxing Wang
PY  - 2023
DA  - 2023/02/13
TI  - Research on Brand Emotional Marketing Based on Douyin Short Video
BT  - Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
PB  - Atlantis Press
SP  - 760
EP  - 764
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-97-8_96
DO  - 10.2991/978-2-494069-97-8_96
ID  - Lu2023
ER  -