The Study Of Brand Blog Communication Effect

Since the blog was introduced into China in 2002,the number of blogrers has steadily growth.With the advantages of Internet and the characteristics of the it,the blog is widely used in various fields.This study make use of common new media evaluation model and social network marketing AISAS model,doing some modification according to literature analysis to extract the evaluation factors of brand blog communication effect,and build brand blog communication effect evaluation model.Then analysis the sample data which collected through the Internet and paper by SPSS21.0 and construct structural equation to verify the hypothesis testing and explore the influential factors.Finally,verify the brand blog communication effect evaluation model.Therefore,the study is valuable both in theory and practice.In this paper,the research content is as follows:In chapter?,the paper illustrates the research background,research purpose and meaning,research contents,research innovation.In chapter?,summarizes the research status of blogs and related research through literature analysis.In chapter ?,on the basis of a large number of literature reading and analysis,extract the number of post content,amount of fans,transmit amount,enterprises respond to comments/reviews,new users,purchase,search and share eight evaluation factors from the exposure,participation,action and influence rate four aspects.Design the eight research hypothesis and build brand blog communication effect evaluation model.Designed questionnaire according to literature analysis,ensure the objects of questionnaire distributed and data analysis methods.In chapter ?,on the basis of questionnaire,do the analysis of sample data by SPSS21.0,such as reliability test,validity test,factor analysis,correlation analysis and multiple regression analysis.In chapter ?,according to the result of reliability test and validity test in chapter ?,construct structural equation to verify the hypothesis testing,finally find the number of post articles,transmit amount,enterprises respond to comments/reviews,new users,search,five latent variables have direct positive effect on brand blogcommunication.The latent variables share has indirect positive effect on brand blog communication.Finally,according to the latest results,put forward some strategies of brand blog marketing and management.