Research On Microblogging Advertising In Present China

As a new mode of communication, microblogging has developed rapidly in a short time because of its updated experience for users, and it has become an important social media and an important platform for corporate brand and product promotion. As a new form of online advertising, the microblogging advertising has gained much attention. So the author does a systematic research on the microblogging advertising with the theory of communication, advertising and other disciplines in order to understand whether the microblogging is a suitable platform for advertising.This article first provides an overview of microblogging and microblogging advertising, builds a microblogging communication mode based on social networking information communication mode for a better understanding of microblogging advertising, and puτs forward the definition of the microblogging advertising. Microblogging advertising is a new form based on the development of microblogging. Compared with the traditional advertising media, microblogging has unique values and advantages as a new advertising platform with the characteristics of autonomy, immediacy, interactivity, fragmentation and fission propagation. And as a larg group, because of their unique characteristics, most of microblogging users may become actual or potential audience of advertising, and they may also become actual or potential consumers of the product or brand. Their dependence and loyalty on microblogging as well as the positive attitude to the microblogging advertising make the microblogging have higher values than traditional advertising platform. However, because the microblogging advertising is still in the exploratory stage, there are some problems restricting the development of microblogging advertising, such as the uses’avoidable reaction to advertising, the negative attitude to the microblogging advertising popularization and the defects of the advertising platform. At the same time, the lack of regulation and impact assessment are the bottleneck of the microblogging advertising development. Effective advertising strategy can achieve the maximum values of microblogging advertising. The advertisers should continue to strengthen the content gatekeeper, innovate forms of advertising and broaden the distribution channels. The government should continue to improve relevant laws and strengthen supervision. The industry organizations should strengthen self-regulation and provide vocational training regularly.Applying the methods of the questionnaire survey and content analysis, the paper analyzes the development feasibility of microblogging advertising based on the analysis on microblogging communication model and features. The paper also discusses the reality plight of microblogging advertising and puts forward suitable type and mode for microblogging advertising in order to provide theory support.