Research On The Influence Of Microblog Advertising Of Theatre Chain On Its Box Office Revenue

With the development of social network,the participation of enterprise in social network is also gaining more and more attention.But the effectiveness of the participation of enterprise in social network is,to a great extent,unexamined.This article takes movie market as research set,based on Sina microblog,the most famous social network in China,analyzes and models the relationships among contents of enterprise's microblog,consumer's participation on microblog,and product sales.And this article empirically examined these relationships using data from Sina microblog and movie market.In this study we:1.Explored the influence of contents of enterprise's microblog on product sales.When enterprise release more information about itself,its product or services,consumers will be aware of enterprise and its product,hence the risk of making decisions will be reduced because of the deduction of uncertainty.Therefore,product sales will increase;2.Examined how different microblog content induce different consumer participation behavior.On one hand,When enterprise provide more valuable information to meet consumers' demand of information search,consumers will be more inclined to share these information;On the other hand,consumers will respond to emotions in microblogs of enterprise,and interact with emprise;3.Analyzed the effect of consumer participation as enterprise social capital.Consumers' repost can help information posted by enterprise spread across microblog network to reach more diverse people.And consumers'comment and other form of interactions can enhance the relationship between enterprise and consumers,establish positive relational characters such as trust and reciprocity.