Research On Para-social Relationship Based On Brand Microblogging

With the rapid development of microblogging to mature,its commercial value has become increasingly prominent.Microblogging as an important channel for brand marketing,its application in commercial fields become more widespread.The interaction between the brand microblogging and its audience has become a hot topic among academic research.In this context,this paper based on the microblogging platform,conducted a systematic research on para-social relationship between brand microblogging and its audiences.Purpose of the study was to identify prospective factors of para-social relationship between brand microblogging and its audiences,and prove that para-social relationship between brand microblogging and its audiences is an important antecedent factors influence brand attitude,and put forward feasible suggestions for the improvement of the operation of brand microblogging.First,the relevant article of the previous research on the theory of para-social relationship and brand attitude of a more comprehensive collation and review,and define the brand microblogging,summarizes the status and characteristics of brand microblogging.On this basis,we propose a theoretical model based on research associate para-social relationships of brand microblogging and assumptions.Following the adoption of the issues to be analyzed to make research study design,further design and questionnaires,and to validate the model and assumptions by structural equation modeling approach,we draw final conclusions of this study.There are two main conclusions:(1)motivation,attraction and microblogging activity is remarkable factor to para-social relationships between brand microblogging and their audiences;(2)based on the brand microblogging environment,the impact of para-social relationship is the important antecedents to brand attitude and purchase intention.When presented with the conclusions of this study as a basis,it can provide policy recommendations to more targeted marketing to improve brand microblogging operating results for microblogging operator about the socialization of brand microblogging marketing.Base on the impact of three dimensions antecedents:the use of microblogging motivation,attraction and microblogging activity,this paper proposes the increasing of the strength of the para-social relationship between brand microblogging and its audience,increasing brand attitudes and purchase intention.Microblogging operating results to enhance the brand effect of the policy recommendations are:(1)to enhance the interaction between brand microblogging and audience;and(2)to understand the information needs of the audience,publishing relevant information;(3)to publish content interesting and entertaining;(4)enhance intimacy between brand microblogging and the audience;(5)the ability to show the brand,to help the audience to solve the problem;(6)to maintain a high degree of activity.The innovation of this study,in theory,rich a para-social relationship theory in the Internet social media-microblogging platform.In practice,through the study of factors of the para-social relationship between brand microblogging and the audience,to understand what factors affect the strength of the para-social relationship,improvement of these factors will help to strengthen social relations prospective audience and brand strength among microblogging,promote customers improve brand attitude of the brand,thus affecting the strengthen of the willingness of customers to buy.Provide meaningful advice for businesses on how to better operate the brand microblogging.