韧性传播视角下数字人赋能品牌营销的路径重构与价值反思

Path Reconstruction and Value Reflection of Digital Humans Empowering Brand Marketing from the Perspective of Resilience Communication

摘要: 数智经济时代，品牌营销逐渐转向数字化、智能化、高效化，亦面临市场竞争激烈、消费需求多变、用户信任异化等挑战。本研究基于巴泽内尔的韧性传播理论(Communication Theory of Resilience, CTR)，揭示数字人如何通过适应性、冗余性、学习性与协同性四重机制赋能品牌营销韧性。研究发现：数字人技术可显著提升品牌抗风险能力，但其工具理性与价值理性的冲突、“拟人化交互”与用户信任的阈值矛盾不容忽视。为此，研究提出“技术–传播–用户”韧性三角模型，主张通过情感化设计、透明化运营与人机协同实现平衡。

Abstract: In the era of digital intelligence economy, brand marketing is transitioning toward digitalization, intelligence, and efficiency, while confronting challenges such as fierce market competition, volatile consumer demands, and shifting user trust dynamics. Based on Buzzanell’s Communication Theory of Resilience (CTR), this study reveals how digital humans empower brand marketing resilience through four mechanisms: adaptability, redundancy, learning capacity, and collaboration. Findings indicate that digital human technology can significantly enhance brands’ risk resilience; however, conflicts between instrumental rationality and value rationality, as well as threshold contradictions in “anthropomorphic interactions” and user trust, warrant critical attention. To address these issues, the study proposes a “technology-communication-user” resilience triangle model, advocating for balanced implementation through emotional design, transparent operations, and human-machine collaboration.