Author(s)

Hu Guangmei ¹

Affiliation(s)

¹ Shanghai Polytechnic University, Shanghai, 201209, China

Corresponding Author

Hu Guangmei

ABSTRACT

The current brand social marketing generally fall into a "brand owner self-important" misunderstanding, which is clearly contrary to the "Social" connotation of social marketing, and Social marketing without "user participation" isn’t really "social".Considering the close connection between user participation and social marketing, the paper tries to analyze the user participation of brand social marketing based on the perspective of paths and values,By answering the questions of "user participation is the core content of brand social marketing", "the user participation pathes in brand social marketing" and "the user participation values in brand social marketing", we will promote brand social marketing to truly realize "user home field".

KEYWORDS

social marketing; user participation paths; user participation values; user co-creation

CITE THIS PAPER

Hu Guangmei, Analysis of the User Participation Pathes & Values in Brand Social Marketing. Accounting and Corporate Management (2022) Vol. 4: 64-69. DOI: http://dx.doi.org/10.23977/acccm.2022.040409.

REFERENCES

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