Welcome to Francis Academic Press

Academic Journal of Humanities & Social Sciences, 2021, 4(12); doi: 10.25236/AJHSS.2021.041214.

Evaluation of the impact of brand self media content marketing on consumers' brand attitude


Li Xintian

Corresponding Author:
Li Xintian

Guilin University of Aerospace Technology, Guilin 541004, China


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.


Self-media, Content marketing, Consumer brand attitudes, Influence evaluation

Cite This Paper

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.


[1] Peng Jing. The impact of sports sponsorship marketing on consumers' brand attitudes - a test of the mediating effect of perceived goodwill. Productivity Research, 2020(7):5.

[2] Xiong Yanjun. The impact of electronic word-of-mouth: a study of consumer engagement and attitudes in brand communities. Journal of Changzhou Institute of Technology, 2019, 32(4):6.

[3] An Wei, Zhao Yue. Qualitative analysis of the influence of microblog marketing on consumers' brand attitudes. Mall Modernization, 2014(19):1.

[4] Zheng Zhe, Xing Jiangnan. A study on the mechanism of the perceived influence of new consumer public service marketing motives on consumers' brand attitudes. Modern marketing: academy edition, 2020(3):2.