Relationship Based Social Media Marketing Persuasion Research

Due to information technology development, the traditional one-way information propagation of Internet media is facing new revolution. As long as the rapid development of social media with sharing and interaction. At the same time, the e-commerce marketing has great change. The way of the spontaneous propagation and the mode of aggregation of marketing have changed the communications ideas and cores. The process of marketing is to persuade consumers to buy, so persuasive effect is a measure of the standard of marketing success. In the author’s opinion, the path of Persuasion research not only need to observe to the characteristics of the current Internet relationship-based development of social media, but also requires a combination of local Chinese relations communication features. Social media depend on the interaction between people, and the theory based on the theory of six degrees of separation. Meanwhile the reality of interpersonal and social relations will affect the dissemination effect of information. Traditional Chinese society is a typical acquaintance society. With the advent of social transition, the social structure blood relationship and geopolitical relations have a huge change. Interpersonal communication with the relationship of interest proximity became a "strong relationship chain of social network. On the basis of this understanding, this paper combines with the theoretical explanations and case analysis. Proposed to focus on three pairs of relations in the process of social media marketing, and thus explore how to use the characteristics of the relationship to the social media marketing.