Study On The Effects Of Micro-blog Marketing On Consumers’ Brand Loyalty

A new media’s birth and development always bring revolution to our society.Microblog marketing is one of them. Its rapid development popularization makes greatchange to peronal communication, and creates new marketing model and concept. In thispaper, microblog marketing’s influence on brand loyalty is studied based empirical analysis.Influential factors on brand loyalty are found by studying mircoblog marketing, and itmakes convenience for enterprise to hold target users and efficient marketing, to buildcompetitive brand advantage.In this paper, the relationship between brand loyalty antecedent variables, brand trustand brand loyalty is studied by reviewing theoretical studies on them. On the basis of relatedliterature and theory, this paper explored the factor influencing microblog marketing: thereliability of the microblog platform, the convenience of microblog platform, theinformation quality of the microblog, the humanization role and the leaders’attitude, namelymicroblog marketing plays its role mainly by the five factors. On this basis, this paperconstructed the model of the impact of microblogging marketing on consumers’ brandloyalty.Through the questionnaire survey to collect data, using SPSS19.0software andsoftware Amos17.0descriptive statistical analyse the data to modify the index system scale.Using the method of structural equation model analysis,this paper discusses the brand trust’sinfluence and its antecedent to brand loyalty, brand trust as the intermediary variables at thesame time and it is proved its intermediary role in the process of impact on consumers’brand loyalty in the microblog marketing. Finally, on the basis of the research conclusion,this paper put forward practice recommendations for enterprises’ microblog marketing.