Research On The Impact Of Internet Celebrity's Microblog Marketing Strategy On The Spread Of Advertising Microblogs

With the rise of social network platforms and live-broadcasting platforms,a large number of "Internet celebrities" have sprung up in recent years.A new business model called Internet celebrity economy is in the making.Those internet celebrities who have huge number of fans publish advertising microblogs on Sina Weibo(the most visited microblog platform in China),in order to drive traffic to other platforms.In this way,they monetize their popularity and fan effect to obtain benefits.The purpose of this paper is to explore the impact of Internet celebrity's microblog marketing strategy on the spread of their advertising microblogs.On the basis of literatures,this paper divides the microblog marketing strategy into microblogging behavior strategy and advertising microblogging's content profit strategy.The former is composed of three parts,which are image shaping,interactive promotion,and advertising.The latter includes the richness of the form of information,and whether the advertising microblog using lottery as the reward of forwarding.At the same time,this paper chooses the repost volume and depth as the measurement variables of advertising microblogging spread effect.This research collects data from 52 Internet celebrities' account information,as well as their microblogs published during September and October in 2016 on Weibo.After preprocessing the microblogging texts,this paper uses the support vector machine(SVM)algorithm to classify the microblogs into three kinds of microblogging behaviors.What's more,this paper constructs multiple regression models to test the influence and significance of each variable.According to the analyzing,this paper draws some conclusions:1)The proportion of interactive promotion behavior between two advertising microblogging can promote the spread of advertising microblogs(especially the repost volume).2)The number of pictures and forwarding rewards(e.g.raffle)also lift the spread of advertising microblogs.However,URL links will lead to fans' dislike and thus weaken the spread effect.3) Internet celebrities' characteristics will moderate the impact of microblog marketing strategy on the spread of their advertising microblogs.Based on these findings,this paper gives recommendations to Internet celebrities on how to improve the spread of advertising microblogs with microblog marketing strategies.