鉴于社会化媒体的强大影响力，如何在社会化媒体中进行有效的品牌传播成为众多企业面临的重要问题。根据社会化媒体的交互参与性特点，本课题提出品牌故事化的传播思路；将品牌的社会化传播分为消费者对品牌故事内化、分享和共创三个循序渐进的阶段。理解消费者在上述三阶段中的心理机制是品牌故事的设计前提，本课题基于情感资本化理论提出消费者通过记叙运送导致品牌内化，出于情感传染动机进行品牌故事分享，出于情感表达动机进行品牌故事共创。企业引导消费者完成品牌故事内化、分享和共创的过程恰符合议程设置理论的框架。因此，本课题根据议程设置理论对品牌故事的要素设计提出具体思路：通过品牌故事心理距离性要素设计、品牌故事社会传染性要素设计、以及品牌故事的开放交互性要素设计顺次引导消费者完成上述三阶段。本课题研究将丰富发展品牌故事领域的文献。

Due to the great influence of social media, it is imperative for a company to consider how to communicate its brand in social media. We propose that brand storilization is an effective brand communication approach, since it fits the characteristics of interactivity of the social media. This approach decomposes brand social communication into three steps: consumer internalization of a brand story, consumer diffusion of a brand story and consumer co-creation ofa brand story. Understanding consumer psychology during the above three processes is essential prerequisite for devise effective brand stories. On the basis of emotional capitalization theory, we propose that it is narrative transportation that leads to consumer internalization of a brand story, it is emotional contagion motivation that leads to consumer diffusion of a brand story, and it is the emotional expression motivation that leads to consumer co-creation of a brand story. With understanding of consumer psychology, we go further to propose three strategies for devising brand stories based on agenda setting theory: a company can devise those brand story factors that can influence consumer perceived psychological distance to the brand story, and through which to stimulate brand story internalization; a company can devise those brand story factors that can influence its social contagion potential to stimulate brand story diffusion; a company can devise those brand story factors that can influence its interactivity extent to stimulate brand story co-creation. This project has the potential to enrich brand story literature.