Research On The Influence Of Brand Marketing Based On Mobile Social Media On Consumers' Attitude

The popularity of mobile Internet and mobile terminals make people closer, what is more important is one person can be connected anytime and anywhere with another. Under the new trend, the starting point of this dissertation is how to grasp the consumer psychology and behavior through the brand marketing. On the premise of Technology Acceptance, this dissertation has carried on the comprehensive research using Unified Theory of Acceptance and Use of Technology(UTAUT) model on this subject, based on mobile social media for brand marketing research on consumer attitudes has academic value and practical significance.Based on mobile social media brand marketing of eight factors, legibility, activity, performance expectations, users to share, information quality, engaged, cooperative, across the interface design based on scale, using the factor analysis, path analysis and difference methods of inspection, analyzed various factors influence on consumer attitudes, and build and revised based on mobile social media path model of brand marketing on consumer attitudes, and got the following conclusions:First, this study extended brand marketing six factors based on mobile social media-- Effort Expectancy, Performance Expectancy, Social Influence, Information Quality, Engaging, Opening, its substructure is good. And Information Quality, Engaging, Opening is three dimensions of Facilitating Conditions; three factors of consumer attitudes- cognitive attitude, affective attitude, purchase intention, its substructure is good.Second, the correlation analysis shows that brand marketing based on mobile social media and the factors of consumer attitudes of three dimensions was significantly positive correlation.Third, the result of path analysis shows that:(1) Effort Expectancy(including legibility and activity) has no significant influence on cognitive attitudes and affective attitudes, but has significant positive influence on purchase intention;(2) Performance Expectancy has significant positive influence on cognitive attitudes and affective attitudes, but has no significant influence on purchase intention;(3) Social Influence(users share degrees) and Engaging have significant positive influence on cognitive attitudes, affective attitudes and purchase intention;(4) Information Quality has significant positive influence on cognitive attitudes, but has no significant influence on affective attitudes and purchase intention;(5) Opening has significant positive influence on cognitive attitudes and purchase intention, but has no significant influence on affective attitudes.According to the research conclusion of this paper, under the trend of mobile social media marketing, the author summarizes theoretically some brand marketing views based on the perspective of consumer attitudes. Mainly include:(1) in the mobile social media, social influence and the participant is the key factor of the enterprise brand marketing;(2) simple brand recommendation is meaningless, and the enterprise only pass their brand content and brand culture to consumers that can let consumer experience its value;(3) Today social media get mobile, and openness has become one of the most influential factors in the enterprise brand marketing. The openness includes cooperative and across interfaces.In addition, the author puts forward some suggestions in application and practice of enterprise brand marketing:(1) strengthen the user participation, cultivate interactive feelings;(2) cultivate core fans, arouse the enthusiasm for fans;(3) improve community focused degree, enlarge users share;(4) search screaming point of product, maintain brand memory;(5) establish integrated marketing system across different screens and terminal.