A Survey On College Students' Contact And Use Behavior Of Micro-blogging Marketing

Since 2006 the micro-blogging, a new form of communication, appears in some foreign countries for the first, and on lined in China from 2007, more and more people recognize and favour it. Businessmen also keen on opportunities the micro-blogging market brings, which is as hot as the blog and SNS-type sites in early days, using the features of convenient and fast for propagating and promoting. The micro-blogging marketing development is depended on the attitude of users. At this point, it is very important and significant to study the users' attitude and behavior of micro-blogging marketing. The college students, part of micro-blogging users, are active and will be a major force in the future. The paper aims at survey based on the Shanghai university students' attitude and behavior to micro-blogging marketing to get the analysis of awareness, recognition, satisfaction levels and the possibility to be potential users. Expect this empirical study can play the role of exploration for micro-blogging marketing audience research in future.The paper is divided into three parts. The first section includes the introduction, overview of micro-blogging marketing, and the theories. The first chapter is an introduction, describes the paper's background, content and purpose. The second chapter is an overview of micro-blogging marketing, the users' concept. The overview including the introduction of micro-blogging and internet marketing, and micro-blogging marketing's characteristics, form, advantages and disadvantages. The third chapter describes the theories which support the survey.The second section introduces the micro-blogging marketing research situation. It includes the survey design and the analysis of survey result. The fourth chapter describes the design approach and implementation steps of this research. Chapter five analyze the research statistics, and obtain the level of awareness, recognition, satisfaction and the possibility to be potential users of Shanghai college students for micro-blogging marketing. The third section is the six chapter, it summary the study, and obtain the audience's basic attitude of micro-blogging marketing from the survey results. According to the findings, this part draw the current problems of micro-blogging marketing, look forward to the micro-blogging marketing's future development, and conclude the defects and deficiencies in research.