Research On The Influence Of Microblog Marketing To User’s Intention Of Mobile Application

The21stcentury, information technology and mobile internet develop rapidly. Thenumber of mobile internet users has proliferated, and is more than the number ofinternet users. Social network is hot with the growth of internet users. As a new socialnetwork, Microblog has won numerous users with its convenience and popularity. Thereare a large number of users and contents in microblog, which can reflect the reality tosome extent and predict the future through micaoblog data. It is possible that businesscan take marketing activities through microblog On the other hand, the mobileapplication market is in a period of rapid development with the growth of intelligentterminal. In the face of numerous mobile applications, which channels can users chooseto install application becomes a question to developers. Through analysis, microblog isa main marketing channel to developers. Then, will microblog marketing affect the usrs’intention? Which factors influence the using intention through microblog marketing?These questions that thesis involved was resolved.Based on presious studies, the history, development, characteristics and value ofmicroblog marketing are reviewed. According to users’ intention, behaviorial intention,using intention and customer involvement are described in detail. Marketing channels ofmobile applications are analysed in this areticle, and the natural advantage of microblogin mobile applications marketing are determined through compatison. Throughtheoretical (precision marketing and word-of mouth marketing) and empirical analysis,the mobile application microblog marketing influencing using intention is researched.Then, the influencing factors that microblog marketing affecting using intentionare researched in this article. From the number of fans, microblog number and userparticipation aspacts, influencing factors was examined through an empirical analysis ofa plurality of mobile application of microblog marketing. Finally, suggestions aboutmiceoblog marketing are given based on findings.