The Research On Influencing Factors Of Microblog Content Marketing Effect Of Domestic Mobile Phone Enterprises

In the past two decades,the rapid development of digital information technology and the Internet has made people's communication and social methods more diverse.The popularity of smartphones and the continuous rise of social networks have triggered changes in the form of traditional media.The emergence of new media has fundamentally overturned the traditional marketing communication environment.The way companies use the Internet for marketing has gradually shifted from traditional paper media advertising to new media platforms such as computers and mobile phones.Sina Weibo has become a mobile Internet Time is one of the important platforms for marketing.While microblog marketing has attracted widespread attention,content marketing as a new marketing strategy has attracted the attention of many companies.Based on previous scholars 'research,this article takes domestic mobile phone companies' microblog marketing as an example,and builds influential factor models of corporate microblog content marketing effects based on existing relevant theories.(Huawei,Xiaomi,OPPO,vivo)Empirical analysis of the influencing factors of the content marketing effect.First of all,this paper sorts out relevant research on domestic and foreign literature on content marketing and domestic mobile phone company microblog marketing,summarizes and summarizes the concepts and characteristics of microblog marketing and AISAS marketing model,definition and dimensions of content marketing,and lays down the theory for the subsequent hypothesis basis.Secondly,by analyzing the current status of microblog marketing for domestic mobile phone companies,summarizing the existing problems in microblog content marketing for domestic mobile phone companies,the factors that affect the company's microblog content marketing are initially identified as publishing microblog information value for enterprises,and corporate microblogging.Content marketing efforts,customer engagement efforts three indicators.Thirdly,combined with the AISAS model and the structural equation model,the collected data was analyzed by regression analysis and analysis of variance,and the related hypotheses and theoretical models were verified.The data results show that the main influencing factor of the Weibo content marketing effect of the three mobile phone companies of Huawei,vivo and OPPO is user engagement,and the secondary influencing factor is the strength of Weibo content marketing and the value of Weibo content marketinginformation,while Xiaomi Mobile The main influencing factors of the effect of corporate microblog content marketing are the intensity of corporate microblog content marketing,and the secondary impact factors are the intensity of microblog user participation and the value of microblog content marketing information.The three mobile phone companies of vivo,OPPO,and Huawei mainly increase the content marketing communication effect of Weibo through frequent interaction with Weibo users,while Xiaomi mobile phone companies rely more on attracting user participation by publishing more topics and Weibo.Finally,on the basis of empirical research,the methods and strategies for improving the effectiveness of microblog content marketing in enterprises are pointed out,with a view to guiding the improvement of microblog content marketing effects in the industry and other enterprises in practice.Through these reasonable suggestions,domestic mobile phone companies can accurately grasp the impression of consumers in the hearts of consumers when conducting content marketing on Weibo,improve the brand awareness of the company,facilitate better communication between the company and consumers,and help the company's Long-term development and virtuous circle.