| The phenomenon of user silence has been common in the field of social media.The latest data show that nearly half of users choose to be silent,do not comment and do not interact in social media,and this silence behavior is more obvious in the face of social media marketing.Some of these users do not want to express their opinions,and some of them want to express their opinions,but they did not make public comments under the microblog for various reasons.The research object of this paper is the latter.These unpublished opinions are difficult to be found by enterprises,which means they are unable to solve problems or improve.They don’t even know that this part of consumers and another part of consumers affected by them may have lost.Due to the characteristics that silence behavior is easy to be ignored,difficult to observe and difficult to measure,the relevant research on silence behavior is still relatively few,and most of them are still concentrated in the field of organizational management,such as employee silence and organizational silence.The relevant research in the direction of consumer behavior is very limited.However,most scholars agree that silence is difficult to be perceived by enterprises and affects the loss of customers.It is very important to understand the reasons behind consumers’ silence.Therefore,in order to avoid losing customers and make marketing tools give full play to the value they deserve,it is necessary to understand what factors influence silent behavior.In order to further explore this problem,this paper,based on the S-O-R theory,studies the influence of information frame and situational factors on consumer silence behavior in the context of microblog marketing through interviews,questionnaires and experiments,and introduces the intermediary variable of emotional response to build the research model.Firstly,this paper reviews the literature from five aspects: message framing,situational factors,emotional response,consumer silence behavior and S-O-R theoretical framework,and puts forward the hypothesis of this paper through logical deduction.Secondly,this paper uses the methods of interview and questionnaire to adjust and verify the consumer silence behavior measurement scale,and uses the experimental method to explore the impact of message framing and situational factors on consumer silence behavior.Finally,the collected data are tested by the data processing software SPSS,five main conclusions are obtained:(1)consumer silence behavior in the context of microblog marketing can be divided into four dimensions: suspicious silence behavior,helpless silence behavior,defensive silence behavior and prosocial silence behavior;(2)information expression(positive and negative framework)has a significant impact on consumer silence behavior and emotional response(pleasure)plays an intermediary role,and when the information expression is positive,consumers are more likely to show defensive silence and prosocial silence;(3)information presentation(pictures,videos and words)has a significant positive impact on emotional response(arousal),but information presentation has no significant impact on consumer silence behavior;(4)the advertising heat has a significant negative effect on emotional response(arousal),and the arousal has a significant positive effect on helpless silence,but the advertising heat has no significant effect on the four kinds of silence behavior;(5)brand awareness has a significant impact on consumer silence behavior,emotional response(pleasure)plays an intermediary role,and when the brand awareness is high,consumers are more likely to show defensive silence and prosocial silence.According to the research conclusions of this paper,the following enlightenments are proposed for the marketing management scheme of enterprises in the way of microblog :(1)in brand promotion,the use of positive and bright text language to describe products,combined with brightly colored advertising pictures or videos will achieve better advertising effects;(2)Advertisements should be pushed in the form of pictures or videos,so that marketing can be presented in a hierarchical and dynamic way to attract consumers’ attention and generate a sense of arousal;(3)Compared with increasing the popularity of advertising on a certain platform,it is more beneficial for enterprises to strengthen marketing breadth and improve brand awareness by using multi-platform and multi-form methods;(4)Enterprises should pay attention to the causes of consumers’ silent behavior and solve them,listen to consumers’ opinions through various channels,and reduce the occurrence of inappropriate silent behavior. |
