Research On Cosmetics Advertising Effectiveness Of Micro-business In Wechat Moment

As a new platform for information-sharing and releasing, Wechat moment has been noticed by many advertisers who would like to take it to advertise their products and services while widely remaining popular by users, and as one of the advertisers, micro-business want to get the best advertising effectiveness by taking advantage of this advertising platform. But as a new type of advertising information dissemination, cosmetics advertising of micro-business in wechat moment is so rampant, the academic community has no relevant studies about cosmetics advertising of micro-business in wechat moment and it’s also blank about cosmetics advertising effectiveness of micro-business in the wechat moment with the relevant study achievements.Based on the former study of advertising effect model,the research improved and formed a new advertising effect model according to the characteristics of wechat moment.From the attention, interest, memory, sharing, action, feedback by questionnaire, depth methods interviews and content analysis to analyze the effect and influential factor of cosmetics advertising in micro-business in wechat moment.Taking the data to sum up then coming to the conclusion by using descriptive analysis and content analysis,the new advertising effect test model which is improved on the basis of the previous work was confirmed to be reliable.The audience psychological effects is the needed to consider by attention, interest memory,and it will have main stimulative effect for following purchasing behavior and sharing behavior. Share confirmed the Six Degrees of Separation’s applicability about the cosmetics advertising of micro-business in wechat moment,and it will immediate bring product marketing effect and trigger repurchase behavior.the weak relationship played an important role for marketing effect of the strong and weak relationship theory.Lots of purchasing behavior is occurred in the relationship which is not close.imitate each other will help others to accept the products information, product functionality and trigger repurchase behavior. I the write hope provide some reference for cosmetics advertising of micro-business in wechat moment or even for advertising of micro-business in wechat moment by the results and questions to improve the release strategy for cosmetics advertising of micro-business, let the wechat moment which is a new information carrier to play an important role in advertising.