Research On The Influencing Factors Of Microblogging Marketing Of Network Variety Shows

In recent years,the network variety shows have gradually established cooperation with Weibo,and Weibo is the main position for promotion and marketing.However,the Weibo marketing effect of different network variety shows are quite different.The reason is that some program operators have insufficient knowledge of the influencing factors of Weibo marketing,so they cannot correctly plan to carry out marketing.In addition,the empirical research on Weibo marketing of network variety show is still in a blank stage.Therefore,this thesis can provide practical reference and suggestions for network video enterprises by studying the influencing factors of network variety microblog marketing,and can supplement the theoretical vacancy of microblogging marketing of network variety shows.Based on the previous literature and the practical situation,this thesis puts forward the influencing factors of microblogging marketing:Weibo's visibility,participation and credibility,which quantified by the total number of microblogs,the average number of forwards and comments,the average number of praises and the number of fans.It is assumed that three factors can codetermine the microblogging marketing effect.Based on this,a multivariate linear regression model was established.In addition,the information quality of Weibo can have impact on the marketing effect indirectly by affecting participation and Reliability affects,which quantified by the original Weibo and the activity Weibo,and the regression model is established.This thesis takes Sina Weibo as the sample data source,collects the data of 30 official Weibo of network variety shows,and substitutes the data into the model for correlation analysis and regression analysis.The results show that the average number of comments and the number of fans have a significant positive impact on the marketing effect of Weibo.The total number of Weibo?the average forwarding volume and the average number of Like on the microblog visibility are not significant for the marketing effect;The number of comments and the number of fans of the variety show is significantly positively correlated with the usage rate of the activity Weibo,and whether Weibo is original or not has no significant influence on the number of comments and the number of fans.In response to the above results,the article discussed at the end and gave corresponding strategic advice:including strategic planning,user participation,fan relationship maintenance and event marketing.