Research On Influencing Factors Of Mobile Video Direct Broadcast Marketing Communication Effect

Since 2016,many live broadcast platforms have entered the public view and become a new tool for modern entertainment and decompression.A large number of brands and industries are trying to use this new approach to marketing communication.In practical cases,how to spread information more effectively,using mobile video streaming as a medium to open a window of dialogue with users,It plays an important role in marketing communication and corporate image shaping.Based on literature research,based on the related theories of communication and marketing,this paper combs out the basic definition and characteristics of mobile video broadcasting marketing,based on the Lesswell's “5W”propagation model.The author analyzes the communicator,channel,content,audience and effect of mobile video broadcasting.On the basis of theory combing,the research object of mobile video direct broadcast marketing communication is studied,through in-depth interview,the possible influence factors are summarized.Then the mobile video live broadcast marketing communication case is selected for further text analysis.Combined with the academic achievements of other scholars,the model of influencing factors of mobile video direct broadcast marketing is established.Selecting 14 kinds of hypotheses put forward by five influencing factors in three aspects of communication content,communicator,communication channel,through psychological measurement paradigm,measuring individual's evaluation attitude to specific index of different influencing factors,using correlation analysis.The influence factor model of mobile video direct broadcast marketing communication is revised,and the model is verified by multiple regression analysis,and the influence variables of each factor are calculated concretely,so as to provide the theory and data for the actual marketing communication case.Seize the opportunity of the live broadcast upsurge in time,through the attention and optimization of the key influencing factors,can let the user have a more comfortable experience sense,let the actual marketing communication have more value effect,also can create the social atmosphere full of positive energy.Promote the benign development of the network society.