The Empirical Study Of The Microblog Marketing Of "little Child Star" Based On The Innovation Diffusion Theory

As a new product of the Internet era,micro blog develops rapidly since its birth in2006and has won a place in the field of new social media,its related research has extended to broaderarea.And in numerous network marketing methods,microblogging marketing has obtained arapid promotion and development nearly two years in china. Enterprises whotarget young people as customers,have realized the great value of marketing on micro blogs.The advantages of micro blog marketing is very obvious,it has lower cost andthreshold,more integrated functions,and more affective interactivity.We have to ask,as acombination of innovative concept and practice,how is micro blog marketing known andaccepted by social members step by step?Is the process of its innovation and diffusion processdifferent from other creative things?Can the innovation diffusion theory explain itsdevelopment?Taking the micro blog marketing of the “Little child star” media company as anexample,this paper is trying to discuss these questions.First of all,this paper explains the basic and classic idea of Rogers’ Innovation DiffusionTheory,and explains the micro blog marketing condition of the “Little child star” brand and“Badi Baby” kids photography agency.According to real cases,this paper preliminary think, the“Little child star” micro blog marketing diffusion process is in line with the S-shaped curve ofthe Innovation Diffusion Theory.And the mass communication,interpersonal communicationand opinion leaders who use microblog,all affect the diffusion of innovation.Secondly,combined with the diffusion of innovation factors,the elements which influencethe spread of “Little child star” micro blog marketing are analyzed,then I put forward somehypotheses and build the factor model of microblogging marketing based on the InnovationDiffusion Theory.Through empirical research methods,I provide questionnaires to the “Littlechild star”micro blog marketing adopters,and analyze the data by SPSS software.We can get theconclusion,among all the factors that impact the micro blog marketing of “little child star”,itscomparative advantages,compatibility,observability and the channels of innovation diffusion play a relatively important role.Thirdly,through independent sample analysis and stepwise regression analysis,we getthat,what influence the respondents’acception most,is the complexity of the microbloggingmarketing of the “Little child star”,other factors are the observability,triability,compatibility,audience’s personal innovation spirit and the social system.In the microblog marketing of “Little child star”,the audience’ participation and active degree is low,mostpeople still hold a wait-and-see attitude.In the future,its micro blog marketing activities shouldpay more attention to strengthen the interaction with their audience,what’s more,their activitiesshould be more compatible and observable.In the end,we point out the limitations and deficiencies existing in the research,andelaborate on the microblogging marketing’s research direction in the future.In this paper,the Innovation Diffusion Theory is applied to the study of micro blogmarketing field,which expands the application scope of the theory,adding a new angle of viewfor the future researches.It has provided some empirical results,which has theoretical andpractical significance.