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- W4308589314 abstract "With the popularity of the Internet, the network live broadcast platform has risen rapidly, and the consumption habits of the public have undergone earth-shaking changes. Compared with traditional e-business, e-business live broadcast has found a new traffic portal to open product sales and promote commodity circulation. Especially in today's epidemic situation, e-business live broadcast has been pushed to a climax. For the commercial field, the growth of the future social situation determines the attractiveness and importance of e-business live broadcast to product sales. This paper mainly analyzes the current e-business live broadcast marketing communication mode, and studies the brand communication strategy of e-business live broadcast based on the opinion leader theory. In addition, this paper traces the influence and shortcomings of opinion leaders in brand communication, and discusses how to make good use of opinion leaders in brand communication and give full play to their application value. This paper summarizes and analyzes the characteristics of opinion leaders in brand communication of e-business, with a view to providing reference for brand building and communication of e-business." @default.
- W4308589314 created "2022-11-12" @default.
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- W4308589314 date "2022-11-07" @default.
- W4308589314 modified "2023-09-30" @default.
- W4308589314 title "Research on Brand Communication Strategy of E-business Live Broadcast Based on Opinion Leader Theory" @default.
- W4308589314 doi "https://doi.org/10.54097/fbem.v6i1.2299" @default.
- W4308589314 hasPublicationYear "2022" @default.
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