From Print Media to Electronic Media to New Media: The Impact of Media Transformation on Brand Communication
Year: 2025
Type: article
Abstract: The continuous evolution of media—from print to electronic and now to new media—has significantly influenced how brands transmit information and interact with consumers. To achieve better communication outcomes, brands have actively adjusted their communication strategies in response to these media changes. This study explores the evolution of brand communication strategy in three stages (print communication era, mass media era and new media era). Furthermore, it delves into the underlying motivations, implications, and emerging trends associated with these changes. In the print media era, brand communication mainly depended on paper ads and printed materials, reaching a limited audience slowly. The mass media era saw broader reach, faster dissemination, and enhanced brand image shaping through TV and radio. The new media era, characterized by social media and digital platforms, has made brand communication more interactive and personalized, with UGC and real-time big data deeply influencing strategy formulation and execution. Media change has a profound impact on the media selection, content and mode of brand communication. Media fusion and integrated marketing will become critical strategies for brand communication in the future.
Author: Yuhan Song
Institution: Nanjing University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407276725