International Journal of Multimedia Computing, 2022, 3(2); doi: 10.38007/IJMC.2022.030201.
Nanchang Institute of Science and Technology, Jiangxi 330108, China
Brand communication is the core strategy of an enterprise and an important means beyond marketing, it informs consumers of brand information through various effective channels. With the continuous development and innovation of Internet technology, the way of news communication and brand communication is constantly changing, and the main change is its communication mode. Nowadays, with the development of big data technology, news communication and brand communication have gradually changed from newspapers and TV to Internet communication. The purpose of this paper is to study the innovation of news communication and brand communication under big data technology, analyze the current situation of news communication and brand communication, and analyze the reasons for this result. In this paper, literature analysis is used to investigate the influence of news communication and brand communication under big data technology, and innovative methods of news communication and brand communication under big data technology are put forward, finally, the present situation and prospect of innovation of news communication and brand communication under big data technology are analyzed. From the experimental results, it is concluded that the proportion of Internet technology in news communication and brand communication will reach more than 90%.
Big Data, News Communication, Brand Communication, Innovation Research
Dan Li. Innovation of News Communication and Brand Communication under Big Data. International Journal of Multimedia Computing (2022), Vol. 3, Issue 2: 1-7. https://doi.org/10.38007/IJMC.2022.030201.
 Jukka, Aukia, Juho, et al. Automated Quantification of Reuters News Using a Receiver Operating Characteristic Curve Analysis: The Western Media Image of China:. Global Media and China,2018,2(3-4):251-268 . https://doi.org/10.1177/2059436418754890
 Eun, Ho, Jin, et al. Impact of Corporate Authenticity, Brand Authenticity and Attitude toward the Ad on Purchasing Intention. Journalism & Communication,2017,21(3):57-82 .
 Seyyed Amiri N , Dastourian B , Foroudi P , et al. Information Technology Directors' Efforts on Innovation, Integrated Marketing Communications and Brand Equity. The Bottom Line,2017,30(5):00-00 . https://doi.org/10.1108/BL-08-2017-0022
 Hegner S M , Beldad A D , Hulzink R . An Experimental Study into the Effects of Self-Disclosure and Crisis Type on Brand Evaluations - The Mediating Effect of Blame Attributions. Journal of Product & Brand Management,2018,27(5):534-544. https://doi.org/ 10.1108/JPBM-05-2017- 1478
 Dong, Hui, Kang, et al. A Study on the Relationship between Destination Marketing Communication and Visit Intentions: Focused on the Mediating Effects of Chinese Potential Visitors' Brand Knowledge to Jeju. International Journal of Tourism and Hospitality Research,2016(7):175-193 . https://doi.org/10.21298/IJTHR.2016.07.30.7.175
 Swenson R , Olsen N . Food for Thought: Audience Engagement with Sustainability Messages in Branded Content. Environmental Communication,2018,12(7-8):973-988. https://doi.org/ 10.1080/17524032.2017.1279202
 Arya V , Sethi D , Verma H . Are Emojis Fascinating Brand Value More than Textual Language? Mediating Role of Brand Communication to SNS and Brand Attachment: An Insight from India. Corporate Communications,2018,23(4):648-670 . https://doi.org/10.1108/CCIJ-03-2018-0036
 Merrigan J , Weslander E . Safe(r) Communications in the Age of Transparency. Power Engineering,2016,120(8):4-4 .
 Harris A D . When Should Contractors Bring On a Full-Time Marketing Manager? . Air Conditioning, Heating & Refrigeration News,2019,266(13):10-15 .
 Leonidou C N , Skarmeas D . Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics,2017,144(2):401-415. https://doi.org/10.1007/ s10551- 015-2829-4