Research On The Influence Of Microblog Marketing On Brand Perceived Quality

The developing of the information age has brought a lot changes and convenient to pepople’s lives, microblog-as a product of the information age, has become a vital channel for people to accept information, and the effect "weapon" for enterprises to do marketing scientificly, which has a multiplier effect than before. In a competitive economic times of degree homogeneity, there has been little difference in the physical characteristics of the product or service, to improve the perceived quality of consumers is the golden rule of the contemporary market competition. To some extent, sense of community and credibility can affect the perceived quality of consumers, therefore, it has a practical significance to study how to ues microblog marketing to affect sense of community and credibility, and affect the perceived quality of consumers at last.Based on the above background, this paper attempts to study the relationship of the microblog marketing, sense of community, credibility and perceived quality of consumers, which help enterprises to stand in an invincible position in the fierce market.Specific research contents include:first, introduce background and significance、 content and framework; second, do the literature review of microblog marketing、 perceived quality of consumers、sense of community and credibility; third, base on the literature review to build theoretical model and propse hypotheses; fourth, design the investigate scale and questionnaire design, and collect data、analyze statistic to test hypotheses; finally, conclude studies under verification, and propose marketing recommendations according. The innovation of this paper include the following aspects:(1) it is a blank to study the relationship of microblog marketing and perceived quality, and this paper tends to do it innovatively;(2) introduce the variable of sense of community and credibility;(3) extract four dimensions of the microblog marketing through depthe interviews.