Effects of Social Media on Branding ——The Rise of Creative Advertising Marketing

Abstract

In the Web2.0 era, social media has developed into the most compelling area in the global media industry and brought online users a fresher experience and more creative network communication application models. Both its social impact and economic development have become the new engine and growth point of the media industry. More and more brands and companies put their advertising budgets on social media advertising, because social media advertising is not only affordable but also able to accurately target the consumer group. The Internet word of mouth formed by social media is reshaping the relationship between brands and consumers. At the same time, the way audiences receive and disseminate information has undergone tremendous changes, and advertising creative communication is also facing huge challenges. This article will analyze the development process and trends of social media from the perspective of its core technology and communication characteristics, and then explore the social-psychological impact and cultural value of social media brought to brand communication.