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《Journal of the National Library of China》 2017-06
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Model of Designing Brand Personality for Reading Promotion Platform on Social Media

Chun Jiao;Jiang Xiao;Li Xiaowei;  
This paper applies brand personality theory to reading promotion on social media,introduces the concept and development of brand personality theory,summarizes its main content,and discusses the appropriate value and theoretical logic of applying this theory to reading promotion. Moreover,this study conducts a case study on reading promotion of Sichuan University Library on Wechat and finally proposes a four-step model for building brand personality for reading promotion platform on social media.
【Fund】: 国家社会科学基金重点项目“全媒体环境下复合阅读行为及其阅读推广对策研究”(项目编号:16ATQ005)研究成果之一
【CateGory Index】: G252.17
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