The Research Of Micro-bolgging Marketing And Its Effects On Consumers' Purchasing Intention

Microblogging is a new social media,because it is easy to operate and can be used to communicate at anytime,anywhere,it has attracted more and more users and become a new network marketing model.Based on this,more and more companies try to make a profit from the Microblogging platform.Microblogging has began to affect the company's marketing pattern.Many well-known brands or companies have noticed the power of microblogging,and regarded it as an important way of marketing and image-building.However,how to carry out the enterprise Microblogging marketing effectively is still in the trial and exploratory stage.Existing research shows that the study of micro-blogging marketing is still in a primary stage,and it more stays in qualitative research.Besides the empirical research literatures on microblogging marketing are rare,and ones on the relationship between microblogging marketing and purchasing intention are even more limited.This thesis try to study that microblogging marketing impacts on purchasing intention,it has theoretical and practical significance.Based on the study of the literature,then through the exploration and validation of the Small-scale interviews,we extract five factors which affect microblogging marketing,including marketing activities,information quality,opinion leaders'participation,fans interaction and brand popularity.Then we use the perceived value as the intermediate variables to build model,we collect abundant data through a questionnaire survey and statistic analysis of SPSS20.0,we use reliability,validity analysis,correlation analysis and regression analysis,test model we have built and related research hypotheses,discuss the research results.This study examined the consumers' perceived value makes partial mediating effect between the microblogging marketing factor and purchasing intention.and further explore the influence which the microblogging marketing factors have on consumers' perceived value and purchase intention,in order to make a theoretical contribution to future research.At last we refine the findings and research results,and combine conclusion with micro-blogging development at this stage,this paper presents a proposal on enterprise microblogging marketing,trying to provide effective reference for enterprises in the marketing process.