A Study About The Influence Of Brand Media Content Marketing To Consumer Brand Attitudes

In the era of information explosion, the cost of third-party advertising with push-marketing-information is rising rapidly, yet increasingly losing consumers' attention. It's urgent for brands to avoid this risk and to seek accurate marketing methods in reducing the cost while simultaneously improving the effectiveness of marketing communication. Then the we media content marketing emergence. With precise quality content, it always attracts a lot of active attention from consumers, which directly leads to low cost and high marketing performance in the meantime. However, brand we media and content marketing are still relatively new area, the current research about the brand media and content marketing is still in its infancy, an empirical study on the influence of brand perception of content marketing is more rare. Therefore, this study develop an empirical research to explore how the brand media content marketing affect the consumer's brand attitude in order to in a certain extent, compensate for the lack of existing research, also for the brand from the media content marketing provide certain reference and guidance.As its in-depth exploration, on the basis of previous studies, combined with the para-social communication theory, dual information processing theory and schema cognitive structure model,the paper has analyzed the internal mechanism of the association among the we media content marketing, consumer brand personality perception and brand attitude with focusing a way into the virtual personified role of the we media; integrated and distinguished three forms of content marketing into the dialogue, story telling, customer involved and interaction, we compared their differences; and tried to explore the boundaries of valid information of content marketing from the ranging of degree that content associated with brand. Adopted experimental method, on the basis of a large number of experimental data, the study uses analysis software SPSS 21.0 to develop the descriptive statistical analysis, variance analysis, regression analysis else with other methods of data analysis, and finally to conduct an empirical test.Empirical test results show that:the three different forms of brand media content marketing include conversation, storytelling, customer interaction and participation have positive significant effect on consumers'brand personality perception and brand attitudes. Among them, conversation and storytelling affects nearly equal, while customer interaction and participation follow behind. Brand personality perception partially mediated the relationship between content marketing and brand attitudes. Further, the degree of content associated with brand significantly moderate the relationship between content marketing and brand personality perception, while it failed in its moderate role on brand attitude.