A Study On The Effect Of Micro-Blogging Marketing Methods

With internet accessing to the era of web2.0, Micro-blogging marketing came into being. It is a new type of marketing which relies on collaboration platform with the purpose of information dissemination and acquisition. Micro-blogging marketing indicates a new era of media and it became to be the new favorite method of lots of companies. The way to attract consumers maximally became to be the most important concern of companies. Currently there are3kinds of modes of Micro-blogging marketing:event marketing、 product placement and customer service platform.Firstly, I reviewed relevant literatures and summarized the research achievements of domestic and foreign scholars. Then I conducted the questionnaire survey through two ways:online and offline, and collected enough research data. After that, I carried out the reliability and validity of inspection, factor analysis, correlation analysis and regression analysis for those first-hand investigation data by the statistical software SPSS17.0. Lastly, I further adjusted the impact model and made recommendations for enterprises.Through my studying analysis, I got several conclusions:Micro-blogging has become an important platform for the promotion of enterprises; Micro-blogging marketing only by intermediate variables can have a significant impact on consumer purchasing decisions; the impact of event marketing on consumers’purchasing behavior is the most significant; the role of perceptual function value in the impact model can be ignored and so on.