Brand Communication Innovation in the New Media Environment: Consumer Trust, Social Media Interaction, and Psychological Resonance
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Authors
Kookmin University
Kookmin University
Abstract
As digital platforms redefine brand-consumer relationships, social media has emerged as a vital channel for fostering consumer trust, emotional engagement, and innovation acceptance. This study examines how brands leverage user-generated content (UGC), influencer marketing, and Metaverse experiences to shape consumer perception and behavior.
Drawing on ten in-depth case studies from the Global Breakthrough Innovation White Paper (2024), the research employs a qualitative, multi-case approach to analyze how these strategies activate trust and identity through digital interaction.
The study is guided by the Brand Communication-Trust-Social Identity-Emotional Resonance (BT-SIER) model, which integrates Two-Step Flow and Social Identity Theory to explain the psychological mechanisms behind digital brand engagement. Findings reveal that UGC fosters greater authenticity and social identification than influencer campaigns, while Metaverse-based marketing enhances immersive emotional resonance. Together, these strategies contribute to elevated brand loyalty and innovation openness. This research offers both conceptual clarity and practical insights for marketers navigating the emotional and technological complexities of contemporary brand communication.
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References
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