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Factor Analysis Of Enterprise Microblogging Marketing Effect

Posted on:2013-02-14Degree:MasterType:Thesis
Country:ChinaCandidate:X M ChenFull Text:PDF
GTID:2218330362966044Subject:Communication
Abstract/Summary:PDF Full Text Request
With the development of all kinds of media forms and platforms, the content andforms of the network marketing have been constantly enriched. Marshall McLuhanSaid that media is the basic motive force of social development, and the emergence ofa new media will invariably initiate new means of social life and social behavior.This paper takes Microblogging as research subject, and focus on the effectevaluation and influential factors of marketing campaign on Microblogging platform.The pursuit of effects is the aim of marketing, and marketing methods, strategies,goals will be different through different medium. The Information Flow had beenchanged with the social medium progress in our life. From one-way flow traditionalmass medium to two-way interaction New Medium, from the New Medium to userproduce content "new new medium" period, marketing content also been changed alot.The assessment has always been a difficulty in marketing circles both domesticand abroad. Microblogging marketing is still in its initial development, and theassessment system still has not been established. This paper will firstly study theMicroblogging, the typical "new new media" by using communication theories toanalyze the transmission mechanism and process elements of Microblogging.Secondly, combing with different assessment models and taking "Sina Weibo" asstudy case, this paper will inspect it in two aspects, the credibility and the validity, byhaving a small-scale sampling test. Finally, this paper will integrate relevant cases toanalyze the key factor of the validity in microblogging marketing and providemethods the assist enterprises to control factors while process microbloggingmarketing, and will provide methods to calculate the ROI of this "new new media" asreferences.
Keywords/Search Tags:Microblogging Marketing, Communication Effects Research, Sina Weibo, New New Media, Integrated Marketing Communication
PDF Full Text Request
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