Research On The Effect Of Microblogging Marketing Based On The Small-world Network For Enterprise Brand

Weibo as a marketing platform, every fan is a potential marketing object, enterpriseskeeping update their Weibo to spread the information, product information, establish brandimage, and penetrating the concept of corporate brand to their fans. Fans equivalent the nodesin small world network theory, and they can browse, comments, forwarding and use otheroperational functions to obtain and disseminate information, the information spread to thewider. The small world theory is that most large complex networks in real life to be muchsmaller than we imagined, for instance in the world any two strangers can be establishedthrough about six friends. Network can describe many systems in the real world, such as thecomputer network which we are familiar with, we can put a computer as a node in thenetwork, and the Internet and computer networks can be seen as edges connecting nodes. Ofcourse, Weibo spread on the Internet is also accord with the characteristics of small worldnetwork, this paper will combine the characteristic of the small-world network and thecharacteristics of Weibo marketing combination, to study its impact on corporate brand.Based on the Zhou Zhimin about the brand relationship between3D hypothesis, thispaper will study the influence of the microblogging marketing of brand relationship. In otherwords, this paper will make certain studies in the microblogging marketing, consumers to thebrand in consumers’ brand recognition and emotional aspects of consumers to the brandloyalty.On the basis of the relevant literature, to find there Scale, select the relevant test items,the formation of the questionnaire, and the data were analyzed by SPSS17.0and AMOS17.0software, this paper studies the microblogging marketing of six factors in consumers’awareness, emotion and loyalty aspect of influence. Verified these six factors have asignificant influence on consumers’ brand awareness; In addition to the participation ofopinion leaders, all the other five factors have significant effects on consumer brand emotion;The impact of information quality and the participation of opinion leaders on consumer brandloyalty is not significant, while the other four factors have significant influence on theconsumer brand loyalty.