Traditional Media Micro-blogging Marketing And Its Effects To Consumer's Brand Attitude: An Empirical Study

Micro-blogging site like Twitter has become a marketing tool for many businesses in foreign countries, and its economic value is gradually emerging. In China, micro-blogging has set off a new upsurge in 2009 although it has just started,2010 is known as the first year of micro-blogging even more. In this year, many hallmark events are related with the micro-blogging, or even be detonated firstly from it, gradually affecting the community. The effects of micro-blogging are increasingly out of people's imagination. Media is the first to join the group and have higher number of fans in Sina and other micro-blogging site. Micro-blogging as a media platform for brand marketing is possible in this high concern background. Consequently, On the premise of that micro-blogging market competition is not yet intense, investigating media's micro-blogging marketing have much significance to the future.This paper reviewed the relevant literature and treats the print media as the subjects, investigating traditional media micro-blogging marketing and its effects to consumer's brand attitude from domestic university customers' perspective. Statistics analysis software SPSS13.0 and AMOS7.0 was applied to deal with the survey data. From investigations we come to the following conclusion:(1) Among the six factors in media micro-blogging marketing, the release and updating of high quality information, the extent of hot topic participation, the extent of Media Celebrities interaction, the extent of participation with opinion leaders, the extent of interaction with audience, and this five factors significantly affected consumer brand attitude of college students. In addition to these, flexibility of Information presentation only has an impact on cognitive brand attitude.(2) Six antecedents have different effect on three brand attitude. The extent of hot topic participation and flexibility of Information presentation have greater impact on cognitive brand attitude. Three factors including the extent of Media Celebrities interaction, the extent of participation with opinion leaders and the extent of interaction with audience have greater impact on affective brand attitude. The release and updating of high quality information has greater impact on brand purchase intention. Besides, these factors not only directly affect the brand purchase intention, but also have an indirect effect through cognitive and affective mediating role of brand attitude.(3) Cognitive and affective brand attitude have a direct impact on brand purchase intentions, and the latter is greater than the former.