The Pathways of Brand Anthropomorphism of Small and Medium-Sized Brands in the New Media Environment.
The new media landscape profoundly transforms brand communication into nonlinear, participatory processes, shifting consumers from passive recipients to active co-creators who prioritize emotional and signaling value over tangible functional attributes. Facing resource constraints and ineffective tr...
| Published in: | SHS Web of Conferences Vol. 234; pp. 1 - 7 |
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| Format: | Article |
| Published: |
EDP Sciences
6/19/2026
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| Online Access: | View this record in EBSCOhost |