Research on Brand Communication Approach under Social Media

Social media provides the cannels for brand communication. But this low threshold is bad to the effectiveness of the brand spread. Brand communication under social media should attract users' attention and stimulate users' interest, and finally achieve fission spread by spontaneous communication. This paper reveals user behavior and propagation characteristic under social media by case studying. And it also provides suggestions for brand communication by gain marketing, personalized marketing, interactive marketing and content marketing.