Empirical Research On The Impact Of Information Content On Micro-blog Marketing Effectiveness

In the era of Web2.0, micro-blog marketing has become an important tool of internetmarketing because of its low cost, high communication speed and Strong interaction andmany scholars has paid attention to it. Although scholars study micro-blog marketing model,consumer behavior and strategy, evaluation of micro-blog marketing effect is still in theexploratory stage. It has become an important issue how to effectively design informationcontent to improve micro-blog marketing effect. Therefore, this paper studies the mainfactors which impact micro-blog marketing effectiveness, explores their influencemechanism and gives guidance for micro-blog marketing ascension.In this paper, the micro-blog information content was divided into interesting, interest,and individuality and comment quality. Then the dimensions of the micro-blog marketingeffect were refined to users’ attention and purchasing intention. Based on this, theconceptual model about information content’s impact on micro-blog marketingeffectiveness was constructed and related theory hypothesis are given. The data fromquestionnaire investigation were analyzed using SPSS17.0and AMOS17.0, hypothesis wereverified and the initial model was modifed. By structural equation modeling, the followingconclusions were given: interesting, individuality and quality of comments had a significantpositive impact on the micro-blog users’ attention; interest and users’ attention have asignificant positive impact on users’ purchase intention. Finally, based on the empiricalresults, six strategies were given to enhance the effectiveness of mirco-blog marketing,including strengthening the interesting and individuality of micro-blog content, adding theinterest of content, controlling the quality of comments, evaluating the micro-blogmarketing effectiveness, considering users’ intention of attention, integrating marketingchannels.