A Study On The Influence Of Micro-blog Reputation For The Brand Attitude Of Film Consumer

Nowadays,online social media has become increasingly popular in the mass media.Among them,consumers use Weibo,a typical online medium,to receive positive or negative news related to corporate products,corporate image,corporate brand,etc.,to cause and disseminate related topics,thus forming Weibo word of mouth.Microblogging word of mouth not only conveys positive or negative news,but also hides the emotions of consumers.This kind of emotions will lead to increasingly extreme issues related to corporate products or corporate image,and affect the brand attitude of information receivers to companies.The phenomenon is particularly prominent in the field of film communication.This article takes the positive and negative Weibo Word of Mouth as a starting point,combines the media's Agenda Setting Theory,The Spiral of Silence,ELM model and other theories related to brand attitude to do some research.Based on the generally recognized three-dimensional degree model in brand attitude,do some research towards Feng Xiaogang's brand changes under the influence of different Weibo word-of-mouth,movie consumers' attitude.This paper integrates previous researches on brand attitudes and puts forward research models and research hypotheses.Taking Feng Weigang's microblog reputation as the research object,using experimental methods to collect data,using spss 17.0 software,comprehensively using reliability and validity analysis,descriptive statistics,factor analysis,correlation test and other methods analyze the collected data,and finally use regression analysis to verify the hypothesis.Through analysis,this article concludes that microblogging reputation guides the brand attitude of movie consumers in the same direction,that is,the more active the microblogging word of mouth is,the more positive is the attitude of the consumer brand;on the contrary,the more negative the microblogging word of mouth is,the more negative the attitude of the consumer brand is;Word of mouth has the same guiding role in the three dimensions of cognitive,emotional,and behavioral intentions of the brand attitude of the movie;consumers' participation in Weibo's advertising weakens the influence of Weibo's reputation on the attitude of movie brands,that is,the higher the degree of consumer participation,The weaker the Weibo reputation is,the weaker the change in consumer brand attitudes,and vice versa;the level of expertise of the Weibo word-of-mouth senders strengthens the Weibo word of mouth's influence on brand attitudes,that is,when the Weibo word-of-mouth communicators are recognized as more professional.At high times,the Weibo word of mouth has a stronger effect on consumer brand attitudes,and vice versa.Through the above research conclusions,this article will use the perspective of how to guide Weibo's word of mouth as the breakthrough point,and put forward relevant suggestions for the brand construction and brand management of the company.