Traditional media often charge different percentages of service fees when providing services for brands, which to a certain extent increases the operating costs of brand owners. However, in modern society, after consumers' attention is tilted towards online platforms, the effectiveness of traditional marketing channels for brand owners gradually decreases, so self-media platforms and self-media content start to become the new marketing communication carriers. In terms of the overall development trend of the advertising industry, advertising agencies and media are the main components of the industry, and self-publishing platforms have become the main channel of communication between the platform transformation and consumers, and there is also a close link between the marketing process and consumers' attitude towards brand loyalty.

Li Xintian. Evaluation of the impact of brand self media content marketing on consumers' brand attitude. Academic Journal of Humanities & Social Sciences (2021) Vol. 4, Issue 12: 67-70. https://doi.org/10.25236/AJHSS.2021.041214.

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