A Study On The Value Of Consumer Opinion Leaders On Brand Marketing In The New Media Environment

With the rapid development of Internet technology and the advent of the new media era,people's lifestyles are constantly changing.The fast-paced new media era has fragmented the time users who spend on the Internet,and the live streaming and short video industries have emerged as the times requires.In this context,the traditional offline marketing model of traditional merchants has gradually shifted to online marketing.The “e-commerce + live streaming” marketing model relying on the existence of consumer opinion leaders has become the main force of merchants' marketing strategies at this stage.On the day of "Double Eleven" in 2019,Taobao's live streaming platform relied on consumer opinion leaders to "carry" live broadcasts to drive close to 20 billion yuan in turnover.Nowadays,consumer opinion leaders are already an important part of driving consumer to spend and influencing consumers' willingness to buy in the process of brand marketing.Therefore,it is of great value to conduct this research.In the first half of this article,after summarizing a large amount of literature,I found that opinion leaders have two functions in Lazarsfield's research.This article uses one of these concepts to consider opinion leaders as internal guides.Under the "e-commerce + live streaming" marketing model,it is described as a consumer opinion leader who guides consumers' purchase intentions,and the following is based on the theories of use and satisfaction and Maslow's psychological needs hierarchy to build a theoretical model And put forward research hypotheses.Taking the nature of consumer opinion leaders as independent variables,consumer purchase willingness and financial burden as intermediary variables,the value of consumer opinion leaders for brand marketing was explored.The second half of this paper uses a questionnaire survey method,and uses SPSS18.0 software to perform validity and descriptive analysis on the relevant data in the 296 valid questionnaires that were recovered,and at the same time,discusses specific research questions.Finally,the research hypotheses based on the sample data were verified.The research results show that:(1)Personal value such as the professionalism,prestige,and personal charm of consumer opinion leaders has a positive effect on brand marketing.(2)The data analysis results indicate that the proportion of female consumers and the amount of consumption are much higher than those of men.Therefore,brand marketing audiences should focus on female users.(3)The rise of tariffs in the 5G era may have an impact on the marketing model of "e-commerce +live streaming".