<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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&lt;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.</p>
</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.

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

Dalian University of Technology City College

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

Emerging technologies such as big data, the Internet of Things and artificial intelligence are developing rapidly and entering into many fields and industries,...

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

Published Online: Aug 05, 2024

Page range: -

Received: Apr 11, 2024

Accepted: Jul 09, 2024

DOI: https://doi.org/10.2478/amns-2024-2232

Keywords
Emerging technology, News communication, Brand image building, Regression analysis

© 2024 Lv Wang, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Published Online: Aug 05, 2024

Page range: -

Received: Apr 11, 2024

Accepted: Jul 09, 2024

DOI: https://doi.org/10.2478/amns-2024-2232

KeywordsEmerging technology, News communication, Brand image building, Regression analysis

© 2024 Lv Wang, published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Emerging technology, News communication, Brand image building, Regression analysis