Research On Sina Weibo Marketing From Youth Subculture Perspective

As the leading social media platform in China,Sina weibo has been a marketing place that advertisers must advertise.Sina weibo has abundant and active youth subculture groups where provides advertisers great marketing opportunity that targets on youth subculture groups.From the theoretical perspective of youth subcultures theory that put forwarded by Birmingham School,this paper applies documentary research and case study to examine the youth subculture weibo marketing on sina weibo.This paper chooses and analyses NetEase’s Onmyoji “two-dimensional space” marketing and Papi’s “kuso” marketing on sina weibo.The funding shows that youth subculture marketing may face difficulties.However,only if advertisers select the appropriate opinion leader,adopt advanced technology and focus more on mobile devices,they may gain great opportunity on youth subculture marketing.