Corporate Weibo Marketing Research

In the era of rapid development of social media,Weibo,as a new type of social media marketing platform,attracts many companies to use it to carry out marketing activities.Weibo has gradually become an important channel for corporate social media marketing.How to attract customer participation and enhance the marketing effect of enterprises is a concern of many companies.First,based on previous research,this paper takes customer participation as an indicator to evaluate the effectiveness of Weibo marketing,builds a model of the role of Weibo content and user characteristics on customer engagement behavior,and analyzes Weibo marketing to customers using multiple regression methods.Impact of participation behavior.Then,from the perspective of the number of fans and the industry,the moderating effect of microblog marketing on customer participation behavior is analyzed.Finally,based on this,the film industry is used as a case to observe and sort out the impact of different marketing methods of the film industry on the film industry from the perspective of microblog marketing and interaction with fans,and use multiple regression methods to analyze the different microblogs of the film industry.The impact of marketing methods on customer engagement.Use Python tools to capture the data released by the official Weibo of 200 companies in different industries in September 2018,and the official Weibo data of 80 movies released in the film industry from April 2018 to April 2019.The SPSS tool will be used for multiple regression analysis of the collected data and the analysis results will be discussed.The research shows that:(1)The mention of others in the content of the company's Weibo,the number of participating topics and the number of related fans have a significant positive impact on customer's staff behavior such as customer reviews,likes and forwarding;Weibo content contains video to customers.The commentary behavior has an inhibitory effect,and the customer's praise and forwarding behavior have no significant effect;Compared with Weibo with high followers,Weibo marketing has a greater impact on customer participation behavior of Weibo with lower followers;the Internet,catering,clothing,and cosmetics industries have a higher degree of customer participation than other industries;the Internet,catering,clothing,and makeup industries are more involved than other industries.(2)the impact of different microblog marketing methods on customer engagement behavior is industrially different.First,for the service industry,participation in the topic can significantly improve the customer's comments and forwarding behavior,but in terms of manufacturing,the participation topic has no significant impact on this customer engagement behavior.Secondly,for the manufacturing industry,daily average volume can significantly reduce customer praise,comment and forwarding behavior,but for the service industry,daily average volume will only significantly reduce customer praise.Finally,citing comments and forwarding,the audience showed a relatively high consistency in the praise behavior,whether it is manufacturing or service industry representatives(3)first,whether the theme tag is used in the microblog content of the official microblog of the movie.Whether there are other praises,comments,and forwards for consumers.Second,the number of fans is significantly positively affecting consumers' likes,comments,and forwarding behavior.Third,the frequency of microblogging on the official microblog of the movie is not significant for customer participation.After empirical analysis,this article discusses the influencing factors of corporate microblog marketing from the perspective of customer participation,and provides practical strategies for companies to conduct microblog marketing based on this.Finally,the possible future research directions are carried out.Looking forward.