Research On The Influence Of Brand Micro-blogging Marketing To Brand Attitude

Micro-blogging has already become an important tool of new media marketing for brands. After six-year development, Micro-blogging has been going through a bottleneck period. The usage rate of Micro-blogging in 2015 is 33.5%, which decreases 4.9% comparing with last year. However, Micro-blogging has the superiority on real-time interaction which cannot be replaced by other new media. Therefore, in order to enlarge the brand influence, brands should adjust strategies by using more interesting content to attract more followers, change their attitude towards brand unconsciously, and influence their purchase behavior finally. The paper aims to research the effecting of Micro-blogging marketing of Coca-Cola on consumer's brand attitude by using quantitative research method and provide suggestions on Micro-blogging marketing of other brands based on the conclusions of the paper.The research conducts the content analysis on Micro-blogging posted by Coca-Cola official Micro-blogging account to conclude the five impact factors:Knowledge Providing, Information Publishing, Entertaining Dissemination, Rewarding Activity, And Interaction with Followers. Then taking the Theory of Reasoned Action Model as the theoretical basis of effecting of Coca-Cola Micro-blogging marketing on consumer's brand attitude. The model suggests that some antecedent factors could influence consumer's purchase intention through cognitive brand attitude and affective brand attitude. The questionnaire is made based on the result of content analysis and secondary research and 135 questionnaires are issued through Private Message to followers of Coca-Cola official Micro-blogging. Reliability and Relativity analysis, Regression analysis, and mediating effect analysis are conducted by using SPSS data analysis tool.The main conclusions include:(1) Generally, followers are satisfied with content of Coca-Cola Micro-blogging.(2) Five impact factors have positive relationship with cognitive and affective brand attitude. Information Publishing has the strongest correlation with cognitive and affective brand attitude. (3) Knowledge Providing, Information Publishing and Rewarding Activity has positive influence on cognitive brand attitude. Information Publishing and Interaction with Followers has positive influence on affective brand attitude. (4) Knowledge Providing, Information Publishing and Rewarding Activity influences consumer's purchase intention indirectly by mediating effect of cognitive brand attitude. Information Publishing and Interaction with Followers influences consumer's purchase intention indirectly by mediating effect of affective brand attitude.