| Compared with the traditional marketing model,social media marketing has such competitive advantages as high-tech,high-transmission,high-interactivity and low-cost,and has gradually become a major means of marketing for modern companies.As a successful example for many social media platforms in China,Weibo is a major platform for companies to conduct social m edia marketing activities.Many Chinese commercial banks have opened their official accounts in Weibo.They have promoted their brands and financial products through the Weibo platform and achieved some marketing effectiveness.At present,the research on Weibo marketing of commercial banks is still in starting stage,therefore,studies on this issue have vital theoretical and practical significance.In this paper,writer researches the influence mechanism of various Weibo behaviors on the various Weibo marketing effects in different stages(the popularity of Weibo,the widespread acceptance of online financial services,and the improvement of marketing performance)of commercial banks.Based on current literature review,some relevant concepts and characte ristics of the enterprise's interaction with consumers through the social platform are defined in this paper.The writer introduced the theories involved this study such as use and gratifications approach,rational choice theory,service quality theory,st atus quo bias theory and modern marketing related theories.Based on the theories above and considering the various Weibo marketing purposes of commercial banks in different stages,the theoretical model of the Weibo marketing process of commercial banks was established to provide a theoretical basis for studying the influence mechanism of various Weibo marketing behaviors of commercial banks on their Weibo marketing effectiveness.Initially,this paper explores the influence mechanism of the Weibo behavior of commercial banks on their popularity of Weibo.For the reason of the information dissemination characteristics of the Weibo platform,if the Weibo information released by commercial banks could be widely disseminated,the Weibo of commercial banks must have the high popularity,in other words,the scale of the followers group of commercial banks must be large enough.Therefore,how to establish and maintain the scale of followers group is the vital problem for the commercial banks when they carry out the Weibo marketing.Based on the use and gratifications approach,this paper builds a model to investigate the impacts of advertisement,financial information,discount information,interaction with other opinion leaders or popular stars,publishing information during prime time and the scale of the commercial banks on the popularity of their Weibo.The empirical analysis result shows that financial information,discount information,interaction with other opinion leaders or popular stars,publishing information during prime time and the scale of the commercial banks have positive effects on popularity of their Weibo,but advertisement has negative effect on it.Additionally,this paper investigates the promotions and inhibitors of online financial services provided by commercial banks based on the Weibo platform acceptance.After the Weibo users pay attention to the commercial banks' official accounts,they will choose to accept the online financial services based on the Weibo platform provided by commercial banks or not.Based on the rational choice theory,service quality theory and status quo bias theory,this paper builds a structural model to investigate the impacts of publishing authoritative financial information,online financial service quality,the cost of financial model conversion and personal information protection awareness on consumers' acceptance,and to research the adjustment mechanism of consumers' Internet experience on this effect.The empirical analysis result shows that publishing authoritative financial information and online financial service quality could positively influence consumers' acceptance by positively influencing consumers' perception of the benefits,however,the cost of financial model conversion and personal information protection awareness could negatively influence consumers' acceptance by positively influencing consumers' perception of the cost.It can be seen that commercial banks' Weibo behavior including releasing authoritative financial information in a timely manner,improving the service quality of online financial services,simplifying online financial service processes,reducing the use threshold,and effectively protection the personal information of consumers can contribute to the widespread adoption of online financial services.And the consumer's Internet experience has a significant positive adjusted effect on the relationship between perception of benefits and acceptance,but it has a significant negative adjusted effect on the relationship between perception o f cost and acceptance.In some cases,it has some adjusted effect on the relationship between financial information,service quality and perception of benefits.It could negatively adjust the relationship between financial mode conversion cost and perception of cost,but positively adjust the relationship between personal information protection awareness and perception of cost.Lastly,this paper studies on the promotion mechanism of commercial bank's Weibo marketing behavior on its marketing performance.The ultimate goal of commercial banks to conduct Weibo marketing is to expand the business of the company and improve its marketing performance.Based on the modern marketing related theories,this paper builds a model to investigate the impacts of the number of commercial banks' Weibo followers and the frequency of interaction with followers on their Weibo marketing performance,and to research the the adjustment mechanism of the scale of commercial banks on these effects.The empirical analysis result shows that the number of commercial banks' Weibo followers,the frequency of interaction with followers and the scale of commercial banks all could positively influence on their Weibo marketing performance.For large-scale commercial banks,the number of followers has a stronger influence on their Weibo marketing performance.Nevertheless,for smaller commercial banks,the interaction frequency with followers has a stronger influence on their Weibo marketing performance. |
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