Study On The Influence On Consumer Brand Awareness Of Enterprise Micro-blogging Marketing Themes And Forms

《TIME》 evaluates micro-blog “the pulse of the earth”, the value and power ofmicro-blog is recognized by the media since the micro-blog operated in2009. Risingof the development of internet and mobile terminals, people’s reading habits havechanged, it makes micro-blog become the most influential network platform, thisattract more and more companies try micro-blogging marketing. But the study ofmicro-blogging marketing mainly focus on data summary by the big web sites andexperience summary by related person, it has few theoretical supporting to themechanism and strategy making for brand building in micro-blogging marketing.Firstly, considering the influence on consumer brand awareness of micro-blogusers’ behavior characteristics，11kinds of user behavior based on micro-blog depthstructure has been proposed and analyzed in this paper. Secondly four kinds of themeand form of micro-blog marketing are defined in this study, four themes includecultural propaganda, branding, market information collection and official dynamicpublishing; four forms include instant message, social issues, information sharing andentertainment. Finally, the research framework and hypotheses are putted forwardbased on that, experiment questionnaire is selected for data gathering and empiricalanalysis. Combining the themes and forms defined in this paper, design16micro-blogusing the virtual enterprise official micro-blog to collect data for regression analysisand comparative analysis.The main conclusions include that micro-blog users’ personal characteristicseffect the using behavior, it has significant influence on consumers’ brand awarenessof micro-blog users’ information obtaining behavior and communication behavior;Analyzing the mediation of user behavior in the theme and form to brand awareness,the mediation is found in the form to brand awareness. Consumer have significantlydifferent brand awareness in different micro-blog contents using different themes andforms, instant message is more suitable for presenting cultural propaganda, socialissues is more suitable for presenting branding, information sharing is more suitablefor presenting official dynamic publishing, it is relatively good that presenting marketinformation collection by entertainment, but the overall level of brand awarenessusing entertainment is relatively low.According the study, the results of this paper give some enlightenment forenterprise micro-blogging marketing operating, such as consider marketing theme, micro-blog style, information timeliness, fan quality, give full play to the role of themain micro-blog, and arrange the releasing of different theme content informationreasonable. At the same time, using micro-blog matrix to carry out auxiliarymarketing and make related strategy considering micro-blog user behavior.