IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-33-4359-7_63.html
   My bibliography  Save this book chapter

Evaluation Model Construction of Brand Media Influence in Short Video in the Publishing Media Industry

In: Liss 2020

Author

Listed:
  • Shaozhen Hong

    (Beijing Institute of Graphic Communication)

  • Liang Wang

    (Beijing Institute of Graphic Communication)

Abstract

Facing the impact of the current digital wave, the Publishing media industry is in urgent need of exploring a new way for brand communication. This paper provides a model for publishing media industry to quantify its own brand communication influence. Based on the perspective of brand communication characteristic, this paper combines with the feature acquisition principle of mobile terminal to redefine brand communication elements. Four research questions are proposed, and quantitative indicators of brand evaluation with calculation methods are constructed. Compared with NEWRANK index, this paper illustrates the feasibility of the evaluation model of the brand media influence of publishing media in short videos. At last, three suggestions are put forward to help publishing media enterprises to explore a new way to quantify brand media influence.

Suggested Citation

  • Shaozhen Hong & Liang Wang, 2021. "Evaluation Model Construction of Brand Media Influence in Short Video in the Publishing Media Industry," Springer Books, in: Shifeng Liu & Gábor Bohács & Xianliang Shi & Xiaopu Shang & Anqiang Huang (ed.), Liss 2020, pages 913-930, Springer.
    • Handle: RePEc:spr:sprchp:978-981-33-4359-7_63
    DOI: 10.1007/978-981-33-4359-7_63
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-981-33-4359-7_63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.