Research On The Influence Of Microblog Marketing Information Characteristics On Consumer Information Behavior

With the continuous development and upgrading of the Internet media,Microblog has become one of the most important information dissemination platforms of the moment,which has greatly influenced the past forms of information dissemination.Microblog marketing refers to a new marketing method in which companies disseminate marketing information through the network of microblogging users.Individuals or companies publish more streamlined text,pictures,videos,and other marketing information on microblogs,and through widespread communication among users in a short time to promote their culture,products or services.Although more and more companies have discovered the great potential of microblog marketing,they have also begun to use the microblog platform to promote their brands or products.However,at this stage,the company is still in an exploratory stage when it comes to microblog marketing.Without the corresponding theoretical guidance,the enterprise does not have a clear concept on how to conduct microblogging marketing activities reasonably and effectively.The efficiency and scope of microblog marketing information dissemination is a key factor in determining the effectiveness of microbloggingmarketing.Since companies mainly use the relationship between microblog users to spread and share marketing information when they conduct microblog marketing,users,as the main body of the microblog platform to disseminate information,and their information behavior largely determines the final spread efficiency and scope of marketing information.Spread efficiency and scope.Therefore,we choose to research the influence of microblog marketing information characteristics on consumer information behavior.By sorting out existing microblog marketing research literature,we can find thatsome studies have turned their attention to the value and effectiveness of microblog marketing.However,most of the literature focuses on the advantages and disadvantages of microblogging marketing,case studies or strategies,etc.There are still gaps in the analysis and evaluation of microblogging marketing effectiveness.This study will build on the existing research and combine relevant theories to construct the influencing factor model of microblogging marketing information characteristics on consumer information behavior,in order to fill the blank areas of microblog=marketing research,and at the same time to indicate potential directions for future research..This article attempts to construct a model of the influence of microblogging marketing information characteristics on consumer information behavior in the context of the above research,integrating predecessors' research results and combining microblogging marketing practices.The characteristics of microblog marketing information are divided into two categories:information source factor and information factor,and the microblog marketing information feature factor is further extracted.Based on the SOR model,the theory of involvement is introduced and the assumption of the relationship between microblog marketing information and consumer information behavior is proposed.Finally,empirical research were used to test and revise the theoretical models.The following conclusions were drawn:Firstly,source professional,information interesting,information interest,and information media richness directly affect the behavior of consumer information positively as the characteristics of microblog marketing information;secondly,source professional,source influence,information interesting,information interest,and information media richness all have a significant positive impact on consumer cognition and emotional involvement.Thirdly,cognition involvement and emotional involvement play a part of intermediary role between microblog marketing to consumer information behavior in the model.In the end,based on the results of empirical test,this paper puts forward the concrete measures to enhance the effect of user information behavior in enterprise microblog marketing activities,and has certain practical contribution.