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Study on the Evaluation of Brand Communication Effect in Social Media
Received date: 2014-04-10
Revised date: 2014-06-26
Online published: 2014-07-20
The social media's influence on brand communication effect is analyzed. Then the evaluation index system of brand communication effect in social media is design which is made up of cognitive indicators, attitude indicators and behavior indicators. Then weighting method based on entropy method and the calculation steps are given. The empirical study shows that this index system is an efficient tool for the evaluation of social media.
Xie Xinzhou , Liu Jinglei , Wang Qiang . Study on the Evaluation of Brand Communication Effect in Social Media[J]. Library and Information Service, 2014 , 58(14) : 6 -11 . DOI: 10.13266/j.issn.0252-3116.2014.14.001
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