Web2.0 Environment Minisite Dissemination Of Results

MINISITE, develops in Web2.0 technology environment, becomes one of most important marketing communication tools. Its concise structure enables precision marketing, while it also allows users become the authors and editors of the content. Hence, it leads the users aggregating on MINISITE, sharing ideas and spreading information. Therefore it is crucial to understand the motivations which drive them participating in content generating, so that advertiser can manage the UGC(user generate content)to build or maintain the positive attitude towards brands.This article try to find out the internal and external elements which drive and influence the aggregation, content generation and information sharing by MINISITE content analyzing, text analyzing and consumer behavior investigation. With the investigation result, the final objective is to develop a MINISITE effect measurement methods basing on the traditional advertising effect measure model.3 researches find out that MINISITE utilizes the sharing websites (e.g. SNS) and UGC to satisfy consumers' need on interpersonal attraction and social requirement, so that those who share common values and brand attitudes will aggregate. Meanwhile, advertiser can control the UGC by simulating different types of motivation and managing the brand rules, while UGC influences the purchasing behaviour by driving the sharing.