Research on the advertising effect of brand interaction in the comment section below the popular video based on AISAS Theory

Abstract

Under the background of the Internet era, many new marketing methods appear. In order to understand the effect mechanism of interactive marketing in brand personified comment section, the study adopts the method of audience survey and in-depth interview, and uses AISAS theory to explore the changes in cognition, attitude and behavior of users after viewing brand reviews of different frequencies. Finally, the following results are obtained: 1. Consumers’ brand cognition path — attention, interest and search. The degree to which users perceive a brand is related to the frequency of viewing branded content in the comments section. 2. The formation path of consumers’ brand attitude — information proximity and environment cultivation. The user’s attitude towards a brand is related to the frequency of viewing brand content in the comment section, but whether the attitude is positive or negative is related to a variety of factors, which are discussed in detail below. 3. Reflection and supplement on short board of marketing strategy. 78-89 Research on the advertising effect of brand interaction in the comment section below the popular video based on AISAS Theory 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook