Research Article
Social Media and Lifestyle: The Lifestyle Integration Path for Brand Communication
@INPROCEEDINGS{10.4108/eai.19-5-2023.2334245, author={Shuoyu Tao and Yang Xi}, title={Social Media and Lifestyle: The Lifestyle Integration Path for Brand Communication}, proceedings={Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19--21, 2023, Hangzhou, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2023}, month={7}, keywords={social media lifestyle brand communication text mining topic modelling}, doi={10.4108/eai.19-5-2023.2334245} }- Shuoyu Tao
Yang Xi
Year: 2023
Social Media and Lifestyle: The Lifestyle Integration Path for Brand Communication
ICBBEM
EAI
DOI: 10.4108/eai.19-5-2023.2334245
Abstract
This paper took the user-generated text contents about lifestyle on the Xiaohongshu platform as the main object of research, and explored the practical path of living brand communication from three aspects: communication theme, communication content and communication situation. The communication theme is based on the perspective of daily life, highlighting the main theme of healthy life and individual attitude towards life; the communication content is divided into four themes: Self-improvement, Consumption and Interaction, Health and Relaxation, and Inner Feelings; the communication scenario emphasises on the user's needs and builds a lifestyle communication scenario through both online and offline channels.
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