Social Media and Brand Interaction: The Dissemination and Influence of Brand Image in College Students' Social Networks

Abstract

With the rapid development of information technology, it has a great impact on enterprises, and brings new opportunities and challenges for the communication of enterprise brand image. In recent years, the interaction between social media and brands has become a new direction of brand communication. China's college students have a large population base, so the spread of brand image in college students' social networks has a distinct impact on the development of corporate brands. Based on this, this paper analyzes the communication mechanism of brand image in college students' social network from the perspective of the current situation of the development of college students' social network, and then summarizes the influence of brand image in college students' social network from the actual case.