The interplay between the role of emerging technologies in the field of news communication and brand image building

Abstract

Emerging technologies such as big data, the Internet of Things and artificial intelligence are developing rapidly and entering into many fields and industries, while their role in the field of news communication and brand image shaping has an important role in influencing. This paper selects WeChat, a Tencent product, as the research object and divides brand image shaping into four dimensions, namely brand awareness, brand trust, brand loyalty, and brand value, to test the relationship between emerging technologies and brand image shaping. Then, we put forward the research hypothesis of this paper and use empirical analysis to test the hypothesis and the empirical results show that the r-value of emerging technology and brand loyalty is 0.591, p<0.01, which proves that there is a positive correlation between the two. Emerging technologies have a significant positive impact on brand awareness, trust, loyalty, and value.