Research On The Effect Of Weibo Marketing On Consumers Based On AISAS Model

With the popularity of mobile Internet and the rise of social networks,Web3.0 era has come quietly,to promote the corporate marketing environment has undergone enormous changes,making the enterprise's product and service channels more and more complex and diverse,and with strong momentum Tend to improve.Microblog is to provide micro-blog service social platform,because microblog has a strong interactive features,coupled with fast information dissemination mode and multi-subject,cross-platform features,enterprises through the Internet marketing approach gradually from the one-way Advertising to a more flexible,changing form of change.Through the media and social media,enterprises can text,video and other forms with the majority of Internet users to form a more active interaction,marketing strategy diversified.Many companies also take advantage of this in the user community to establish a good corporate image and brand influence.For enterprises,microblog is to enable enterprises to brand,products and services,the formation of a huge impact and profoundly touch the user's important network platform,how to make good use of this platform to increase corporate sales,the enterprise is worth exploring in depth.Now the use of microblog user groups more and more enterprises to microblog marketing effect? How to measure the microblog marketing effect? Therefore,this article through the microblog marketing impact on the impact of consumer research to reflect the microblog marketing effect is necessary.On the basis of summarizing the research results of scholars at home and abroad,this paper constructs the theoretical model of the influencing factors of microblog marketing effect through several small-scale interviews and questionnaires.AISAS measurement model for effective measurement of its marketing effectiveness.In addition,this paper uses SPSS statistical analysis software to analyze the data obtained from microblog website and regression analysis to carry out quantitative empirical research,at the same time to discuss the significance of the relevant model parameters,and to microblog marketing related to the main business Recommendations and countermeasures.The main features of this paper include the theoretical model of influencing factors of microblog marketing effect through small-scale interviews and literature research,and provide a new macro perspective for microblog marketing through qualitative research.The AISAS measurement model of microblog marketing is obtained by using mathematical statistical analysis method to study the typical microblog marketing case.The results show that when all the microblog fans are real fans,in the period of microblog marketing activities,the enterprise visibility,microblog forwarding number,the number of microblog and microblog marketing influence is positively related;In all the influencing factors,the correlation between the microblog forwarding number and the microblog marketing influence is the most significant,so as to provide a measure of the short-term marketing effect of the microblog by the quantitative research method,from the micro perspective to the subject of microblog marketing Program.