Study Of Social Media Advertising Based On Game Theory Analysis

With the continuous development of the Internet, the social media shows infinitevitality, especially the Facebook and Twitter abroad, and the domestic RenRen,SinaWeibo. They bring the Internet from1.0times into2.0times (the social media age).The users who are the content consumers, passively accept content, become the contentconsumers, respondents even producers. As a new kind of online media, the interactivesocial media greatly enhances the sense of participation of users，quickly accumulatesa large number of users and shows huge advertising and marketing value. It is veryimportant thing to discover the utility of social media advertising based on thetraditional media advertising and explore the social media advertising path for theresearch of social media operators’ advertising model and corporate social mediamarketing, which is of great significance.Firstly, the existing research on social media advertising is introduced throughinterpretation, analysis and classification. Then a game theory analysis between thesocial media advertising and traditional advertising is put into effect from the macrolevel, getting a marketing strategy of social media advertising.Then a micro path modelof social media advertising is put forward according to the marketing strategy fromgame theory analysis. We use the method of action research to check this micro pathmodel through the Sina Weibo that is a typical social media platform. The actionresearch has been done for seven months through the five typical stages of diagnosis,action planning, action taking, evaluation and reflection. After that, we conduct a socialnetwork analysis on the sense of social media, which is the key stage of the socialadvertising path, to evaluate the effect of it.As a result of this research, we have found that if the social media advertisingwants to release more energy and attract more advertisers, on the macro hand, it needsto cultivate the tendency of consumers towards social media advertising. On the microhand, it needs to conduct the social media advertising through sense of social media,participate and affect, achieving the goal of social media advertising.