Abstract:

Along with the rapid development of the digital economy, brand communication is conducive to enhancing digital brand influence and contributing to the digital transformation of enterprises.Evaluating the brand communication effect of landmark products based on interactive emotions can help county governments to better brand landmark products.First of all, a brand digital communication evaluation model based on interactive emotions was proposed, which was conducive to discovering and solving the lack of digital communication of existing landmark product brands, and promoting digital brand influence with a systematic dynamic mechanism.Then the usability of the hierarchical model of the brand communication effects of landmark products in Zhejiang Province was analyzed empirically, using data from Weibo.The actual results show that the brand digital communication evaluation model based on interactive emotion proposed has the universality of guiding the digital construction of landmark products.

Key words: interactive emotion, brand communication effect, hierarchical model, coefficient of variation method