The rapid development and extensive application of new media technologies have profoundly transformed the environment and methods of brand communication. The emergence of new media platforms has not only expanded the channels for brand communication but also provided unprecedented opportunities for interaction between brands and users. This paper investigates the new characteristics of brand communication and the new patterns of user interaction in the new media environment. Through the analysis of brand communication cases from multiple industries, it explores the effective strategies for brands to enhance communication effectiveness and user loyalty in the new media era.
Norman P. Li (2025) studied this question.