Evaluation Of Weibo Brand Marketing Communication Effect And Exploration Of Key Influencing Factors

With the advent of the information age,big data,new retail,social media,digital marketing and so on have become hot words.More and more people are using the Internet.The Internet is not only for young people.The age range of Internet users is gradually expanding.In view of this digital trend,enterprises use network tools more frequently to shape brand image,and it is very important to better understand the influence and role ofnetwork tools on brand communication.Generally,network communication is characterized by explosive,rapid,low cost and high efficiency.Different network tools have different influences on brand communication effect,and WeChat,weibo,community,BBS and small programs have their own characteristics.The interactive degree of netizens,the exposure degree of tools,the attention degree of bloggers and other characteristics also have different degrees of influence on the final communication effect.As the best representative of social media,microblog has very distinctive features.Weibo marketing interactive strong,public opinion and spontaneous communication and great influence by the blogger,became the various enterprises are using weibo for marketing and so on have become hot words.More and more people are using the Internet.The Internet is not only for young people.The age range of Internet users is gradually expanding.In view of this digital trend,enterprises use network tools more frequently to shape brand image,and it is very important to better understand the influence and role of network tools on brand communication.Generally,network communication is characterized by explosive,rapid,low cost and high efficiency.Different network tools have different influences on brand communication effect,and WeChat,weibo,community,BBS and small programs have their own characteristics.The interactive degree of netizens,the exposure degree of tools,the attention degree of bloggers and other characteristics also have different degrees of influence on the final communication effect.As the best representative of social media,microblog has very distinctive features.Weibo marketing interactive strong,public opinion and spontaneous communication and great influence by the blogger,became the various enterprises are using weibo for marketing competition of the swimmer,more and more enterprises to open my own business,and by publishing enterprise information,marketing promotion,use the spokesperson spread information built up a closer contact with consumers.However,China has a large number of Internet users,individual needs and preferences are different,and the release of microblog or the launch of activities often have different responses,which may bring positive or negative effects on enterprises.And micro-blog marketing is affected by many factors,resulting in different brand communication effects.The emergence of new tools is bound to be accompanied by matching evaluation tools.Therefore,it is of great significance to select appropriate evaluation tools and build evaluation model of communication effect for enterprises'marketing activities,saving marketing cost and improving marketing effect.It is also crucial to find the relationship between the transmission effect and the key influencing factors in the numerous connections.In this paper,by studying the theory of brand communication,characteristics of microblog marketing and use of quantitative and qualitative way,with cognition,feeling,behavior,three level indicators and 6 secondary indexes,11 three-level index build model,evaluation of microblogging marketing brand communication effect,and use entropy value method to the model of the objective weighting methods indicators of empowerment.Another through the empirical analysis,with a large number of female Internet users based beauty makeup brand official weibo,select high-profile female group(2019.3.6-2019.3.8)brand marketing activities during the baidu search index ranked 18 three brands:1,11,Dior,Kiehl's,DHC.use this article constructs the model of the three brand spreading effect of evaluation,and to explore the influence of influence the spread of microblog marketing to brand.The problems studied in this paper are of practical significance in promoting brand activities through microblog,optimizing enterprise microblog marketing and strengthening brand communication effect.