Researeh On Interactivity-Based Microblogging Ads Effect

Microblogging, is a platform based on user relationship for information sharing, dissemination and acquisition, users can set up personal community through Web, Wap, as well as a variety of clients, through text about140words for updating information,and sharing instantly.Microblogging is the first innovation that connecting mobile phones and networks closely in web2.0architecture, and is one product form that combinating certain features of IM, BBS, SNS communities. Thus its salient features of the continuous interaction, multifaceted interaction and user generated content attract the mass of active users,which in one hand reflects the social value of the microblogging platform,in the other hand weights microblogging commercialization. So far, domestic microblogging operators has started the commercialization process in April2012, including commercial means such as advertising, membership fees, and the game. Microblogging has created a series of digital legendary in a short period of time, but as a budding industry, microblogging advertising is facing pressure to survive. At the same time, as microblogging is a relatively new application, research about microblogging advertising effectiveness is very limited.Based on this, the article is trying to research some problems:1, from the interactive as the starting point, trying to analysing microblogging advertising interactive communication mechanism.2, through empirical research, analyzing the key factors affecting microblogging advertising effects.The paper is divided into six chapters. Introduction relatively independent, mainly on the research background, the purpose and significance, research ideas and methods, literature review. From the section, trying to review interactivity research, microblogging advertising research, the achievements and deficiencies of the network advertising effectiveness research. The first chapter is about advertising connotations changes based on interactivity, in-depth analysis for advertising connotation changes and its background. The second chapter is about analyzing the microblogging advertising’s interactivity. Using communication theory and marketing theory, analyze the features, form, problem of microblogging advertising interactive marketing and interactive communication mechanism. The third chapter is about the factors of microblogging advertising effects, according to the existing theoretical results and study characteristics, summarize the key factors of the microblogging advertising effectiveness and proposed theoretical hypothesis. The forth chapter is about empirical analysis, using the SPSS16.0of descriptive analysis, analysis of variance and regression analysis to determine the key factors that have a significant impact on the microblogging advertising effectiveness, and testing theoretical hypothesis. The fifth chapter is about the conclusion and outlook. In this paper, based on the conclusion that user has higher satisfaction in the virtual brand community marketing, supplying suggestions of microblogging advertising and marketing, and pointed out the lack of research and future research directions.