摘要
新时期品牌传播理论亟须适应时代发展需要,思考信息精准化、互动个性化和场景多元化的分析维度。借鉴多学科研究成果,结合计算广告时代发展特性,对颗粒度、信息质量和临场感三个维度的概念加以延伸和发展,并在技术—组织—环境(TOE)理论框架中进一步探讨三维度应用的可行性与必要性,从而为计算广告品牌传播的发展提供理论支撑。颗粒度是量化品牌用户关系的分析单元,信息质量是品牌用户互动关系的重要载体,临场感是提升品牌契合度的关键动因。三维度以细粒度的用户洞察为逻辑起点,驱动高信息质量与高临场感的融合,有利于深入阐释计算品牌传播的特征重构。新维度的提出为传统的品牌传播理论注入更多的技术元素,为传统的计算科学研究注入更多的人文洞察,为新文科时代背景下的计算广告学和整合品牌传播的理论研究提供了新的思路。
The theory of brand communication in the new era urgently needs to adapt to the needs of the development of the times,and consider the analytical dimensions of precise information,personalized interaction and diversified scenarios.Integrating the development characteristics of the computational advertising era,this paper extends and develops the concepts of granularity,information quality and presence(three-dimensionality)that draw on the results of multidisciplinary research,and further analyzes the feasibility and necessity of the application of three-dimensionality in calculating advertising brand communication in the theoretical framework of technology-organization-environment(TOE),so as to provide a theoretical basis for exploring the adoption of innovative results by the main body of brand communication.Granularity is an analysis unit that quantifies the relationship between brand users,information quality is an important carrier of brand user interaction,and presence is the key motivation for improving brand fit.The three dimensions use fine-grained user insights as the logical starting point to drive the integration of high information quality and high presence,which is conducive to in-depth interpretations of the reconstruction of the characteristics of computing brand communication.The proposal of the new dimension injects more technical elements into the traditional brand communication theory,injects more humanistic insights into the traditional computational science research,and provides new ideas for computational advertising and integrated brand communication research under the background of the new liberal arts era.
作者
段淳林
崔钰婷
Duan Chunlin;Cui Yuting(South China University of Technology)
出处
《武汉大学学报（哲学社会科学版）》
CSSCI
北大核心
2022年第1期79-90,共12页
Wuhan University Journal：Philosophy & Social Science
基金
国家社会科学基金项目(21BXW009)
广东高校哲学社会科学重点实验室项目(2013WSYS0002)。
关键词
计算广告
品牌传播
颗粒度
信息质量
临场感
TOE理论
computational advertising
brand communication
granularity
information quality
presence
TOE theory
