Research On Social Media Marketing Of Women's Fashion Brands Based On User Preference

The innovation of Internet technology brings the era of Web 2.0 based on social relations of human,and the degree of socialization in network and mass social activities has reached an unprecedented level.In this context,the user's participation has been emphasized,and the way of communication between businesses and consumers has changed along with it,so the marketing role of social media has been increasingly prominent.Social media platforms make it possible for businesses to communicate directly with consumers:on the one hand,consumers' activities on the social media platforms can reflect their interest and attitude;on the other hand,social media has changed the way of obtaining and passing on information.Businesses can take the initiative to participate to get more real-time data,digging hard for valuable signals.In recent years,the social media marketing practice of women's fashion brands in China continues to increase,so it is the general challenge facing the businesses to catch the attention of the target consumer groups,attract consumers to establish effective communication,and keep their habitsBased on the current situation of the social media marketing of domestic women's fashion brands,this paper sets up a framework of questionnaire research with literature research.A questionnaire survey is conducted with users' preference measured by users' direct behaviors in social media;the collected data is processed by the data analyzing software SPSS 22.0,and the hypothesis is verified by structural equation model software AMOS 21.0.And finally related suggestions are put forward based on summary of specific marketing practicesThe main study contents are as follows1)With the social media user characteristics,attention to brand Tmall flagship stores,and the number of fans for brand's official microblogs as the screening criteria,four domestic women's fashion brands are selected as sample brands.In total 957 pieces of marketing messages published by the four brands from December 2015 to April 2016 on the platforms of WeChat,Sina microblogging and Micro-Scouring are collected,sorted out,and coded for analysis.With the combination of the live broadcasting of the women's fashion brands,the status quo of social media marketing of the domestic women's fashion brands is explicated2)On the basis of theoretical research and market research results,the paper designs the questionnaire about the users' social media marketing preference.After researching the three aspects of user involvement,appreciation of the users for social media content and user behaviors,this paper hypothesizes that the user involvement has a positive influence on appreciation of the users for social media content and different types of social media marketing content have positive influences on the participation of users in social media platforms.A total of 306 valid samples are recovered.3)The percentage homogeneity test is used to make a descriptive analysis of the differences in clothes purchase and social media usage among people of different ages,occupations,education and income.It is verified by single-factor analysis of variances that there is no positive influence of social media involvement on the appreciation of marketing content,and through the structural equation model,we find that interesting content,interest-related content,interactive content and personalized content have positive influences on consumers' activities in social media such as following,liking,commenting and sharing,and a correlation coefficient is produced to determine the magnitude of influence4)Taking women's brand D as a practical example,feasible recommendations and referable operating instructions are put forward for the social media marketing of women's brands through tracking the specific social media integrated marketing activities of brand D and the later sales and visits of brand D's Tmall flagship store.