Research On The Influence Of Micro

With the deepening of economic globalization,the competition among enterprises in the market has intensified,and people's living standards have been increasing.The pursuit of products is no longer uniform,and the functionality of products is no longer the sole criterion for purchase,but the pursuit of more.Product diversification and personalization.People like to buy products with emotional elements to satisfy their inner needs.More and more pronouns are also integrated into emotional symbols.The traditional "red" is replaced by "Chinese Red" and"HUAWE" is also defined as the pride of the Chinese people.Pure draft beer is no longer a simple beer.It also gave birth to the feelings of each Qingdao person,and companies increasingly feel that emotions play an important element in the marketing process.People are surrounded by smart times,and opportunities for face-to-face exchanges between people are getting smaller and smaller."Sentiments" are becoming more and more indifferent,people's emotions are becoming empty,and the material life is becoming more and more abundant.Emotional satisfaction and experience,in order to get some emotional compensation from consumption,emotions are used in the marketing field and become a marketing method,namely emotional marketing.Emotional advertisements also appear more and more in the daily life of people.With the development of new media technologies and the popularization of the Internet,micro-film advertising has gradually emerged.The fierce competition within the advertising industry has further stimulated advertisers to start to strive for new forms of advertising.Micro-film advertising has come into being in the era of its own.It provides a good carrier for the production,dissemination and consumption of emotions.The spread of emotion and marketing actually play a mediating role between emotional production and emotional consumption.With the flourishing development of micro-film advertising,the emotional elements in advertisements have increasingly become the key to corporate marketing,and their influence on consumer purchasing behavior can not be ignored.Based on the research results of domestic and foreign scholars,this paper uses emotional micro-film advertising as the research object.It intends to explore how emotion-based micro-film advertising influences the purchase intention of consumers through emotional reactions.Through empirical research methods,scientifically identify the relationships among micro-film advertising,emotional reactions,and purchase intentions,enrich the research system of micro-film advertising,emotional reactions,and purchase intentions,and explore the impact of different emotional categories of micro-film advertising on different genders.This difference has practical significance and enlightenment value for companies in the launch of micro-film advertisements,emotional marketing in actual operations,and the development of emotional advertisements.