Research On The Mechanism Of Micro-blog Marketing On Product Sales

The vigorous development of social media provides a new platform for enterprises to carry out marketing activities.Among them,micro-blog,as the largest mass media and the most widely spread social media,has become the first choice for enterprises to launch online marketing activities,which is very popular in practical applications.Micro-blog platform has a large number of micro-blog entities,including product brand official micro-blog,enterprise leaders' micro-blog and product spokespersons' micro-blog.In addition,the traditional media also began to launch the micro-blog platform,taking micro-blog as the release platform of first-hand information.In fact,the two types of third party media,including traditional media and professional assessment staff,will also involve product promotion.Therefore,the scope of research will also include traditional media micro-blog and professional assessment staff's micro-blog.Faced with micro-blog marketing,which is developing vigorously in real life,this paper tries to find micro-blog entities and micro-blog types that will have impact on product sales,and clarify the specific impact paths.The research is divided into three stages.The first stage is to explore micro-blog entities which have a significant impact on product sales,including the enterprise's own media such as brand official micro-blog,enterprise leaders' micro-blog and product spokesperson's micro-blog,and third party media such as traditional media micro-blog and professional assessment staff's micro-blog.After data analysis,only brand official micro-blog,spokesperson's micro-blog and traditional media micro-blog have a significant impact on product sales,among which the impact of brand official micro-blog and traditional media micro-blog is more significant.The second stage is a continuation of the first stage,and further comparing the different intermediary paths between the enterprise's own media and the third party media on the product sales respectively.Based on the elaboration likelihood model,the the agenda setting theory and the cultivation analysis theory,the paper proposes that the enterprise's own media has a significant impact on product sales only by influencing product concerns.The third party media has a significant impact on product sales through influencing both product concerns and product attitudes.After the data analysis,the second stage's hypotheses are also confirmed.The third stage is to subdivide the content of micro-blog,the micro-blog content of the enterprise's own media and the third party media is divided into forwarded micro-blog and-original micro-blog.Compared with original micro-blog,forwarded micro-blog will lead to higher product attention and product attitude,further lead to higher product sales.The hypotheses of the third stage are also confirmed.Through exploring the mechanism of micro-blog marketing affecting product sales,it not only helps open the black box of micro-blog marketing,but also clarifies the intermediate process of micro-blog marketing affecting product sales,and reveals the importance of consumer response in micro-blog context.Also,it can identify the most influential micro-blog entities and micro-blog types,emphasizing the importance of brand official micro-blog and traditional media micro-blog,as well as the commercial value of forwarding behavior.The research has an important contribution to the field of micro-blog marketing.