Research On The Influence Of Microblog-Based Emotional Marketing On Consumers’ Purchase Intention

With the continuous development of Internet technologies and application, social network platforms such as microblog services are highly impacting our social lives. As one kind of new social network platforms, microblog has extended its functionality from traditional information propagation to enterprise marketing. This is because of two reasons. First, microblog’s fast propagation and wide covering of geographical areas boost microblog-based marketing. As a result, microblog has become a new type of enterprise marketing. Second, microblog offers a convenient way for people to acquire and share information. Thus, microblog-based marketing has been a research hot-spot in recent years.Microblog-based marketing has many approaches, such as microblog content marketing and microblog interaction marking. In this paper, based on a review on existing work on microblog-based marketing, we focus on microblog-based emotional marketing. Existing studies on this topic mainly concentrate on the properties and feasibility of microblog-based emotional marketing. These studies are mostly qualitative investigations and lack quantitative studies on the relationship between microblog-based emotional marketing and consumers’purchase intention.Based on the above-mentioned background, this paper aims to study the interaction relationship between microblog-based emotional marketing, trust, and consumers’purchase intention. Firstly, based on previous researches and the characteristics of microblog-based emotional marketing, we extract four influencing factors for microblog-based emotional marketing, which are emotional product, emotional price, emotional communication, and emotional service. Secondly, we build an intention model between microblog-based emotional marketing and consumers’purchase intention and explore the executing mechanism of the model. Thirdly, by considering existing measures, we design the questionnaire that is towards the needs of this study. Then, we disseminate the questionnaire on social network platforms and analyze the surveyed results to check its reliability and validity. Finally, we use the SPSS statistical software for analyzing the obtained data to confirm the hypothesis proposed by the model and related research hypotheses.Through this study, we get the following conclusions:(1) microblog-based emotional marketing has positive effects on consumers’purchase intention, while trust between them plays a partial mediating role; (2) microblog-based emotional products have positive effects on consumers’purchase intention, while trust between them plays a mediator role; (3) microblog-based emotional price has positive effects on consumers’purchase intention, while trust between them plays a partial mediating role; (4) microblog-based emotional communication has positive effect on consumers’ purchase intention, while trust between them plays a partial mediating role; (5) microblog-based emotional service has positive effects on consumers’purchase intention, while trust between them plays a partial mediating role.This paper conducts a preliminary study on microblog-based emotional marketing, which is a hot research topic in current studies in social media. This study will not only enrich the theories and applications of micro-blogging marketing and related fields, but also offer important references for enterprise to advance micro-blogging marketing.