Research On The Impact Of Microblog Marketing On Enterprise Brand Equity

With the rapid development of the economy and the complicated market,it is better for enterprises to gain a foothold in the market.Consumers are more concerned with the choice of products or services,and their importance is gradually being used by the industry.Recognized,research on brand equity is gradually increasing,hoping to maximize the profit and value of the brand.The emergence of the Internet has sprung up,the rapid development of the media,the proliferation of microblog users,relying on the advantages of microblog for marketing,to make up for the shortcomings of traditional marketing channels,can help companies improve brand equity and capture the market.Therefore,it is necessary to study the importance of microblog marketing evaluation indicators,and what factors in microblog marketing play a greater role in improving corporate brand equity,which can help enterprises make decisions,scientifically and correctly conduct marketing,enhance brand equity,and achieve long-term development.The first chapter contains the background and significance of the research,as well as a review of the literature at home and abroad,and a review of the article as a whole.The second chapter mainly introduces the two concepts and theoretical foundations of research,defines the concept of microblog marketing and corporate brand equity,and puts forward the concept of microblog marketing and two major categories,mainly for microblogging under the organization of microblog marketing.Marketing conducts key research and analysis,and proposes the connotation of brand assets and the necessity of research.Then introduce the relevant theories of this study,including Aaker model theory,Keller's CBBE theory,Keller's pyramid theory,Yoo and Donthu's multi-dimensional theory,which provides theoretical support for the article.On the basis of the existing mature theory,the third chapter puts forward the research variables of this paper,including five evaluation index factors,as well as three evaluation indicators of brand loyalty,brand perceived quality and brand association under corporate brand equity.Then the research model of this paper is constructed,and the research hypothesis of this paper is proposed on this basis.The fourth chapter expounds the structure of the questionnaire in this paper,introduces the survey object,survey method and questionnaire design of the questionnaire.Considering the rationality of the questionnaire design,preliminary pre-investigation and credibility test are carried out.Finally,the collected data is compiled and statistically analyzed.The current status analysis of microblog marketing and corporate brand assets is given.Descriptive statistical analysis is carried out from three aspects: user situation,usage and overall status.The fifth chapter is the empirical analysis of this paper.The valid data collected through the questionnaire is used to construct the model for qualitative and quantitative analysis.The analytical methods are Analytic Hierarchy Process(AHP)and Structural Equation Modeling(SEM).Firstly,the analytic hierarchy process is used to analyze the microblog marketing variables,construct the hierarchical model,construct the pairwise judgment matrix,calculate the weight of the target layer at each level,and sort the weights in the microblog marketing variables.The indicators rank the weights of the microblog marketing target layer and find out the significant indicators.Although the AHP method is easy to operate and has the advantages of combination of qualitative and quantitative,it is too subjective.We use structural equations to quantitatively analyze the model constructed in this paper,and then obtain significant factors affecting the brand equity of the enterprise.Although the SEM model can well describe the influence path,in order to obtain the desired result,extremely strict data is required,and the model needs to be constantly revised.The sixth chapter is based on the above research in this paper,draws conclusions and puts forward relevant suggestions,and finally points out the innovation and deficiency of the article.Through empirical analysis,this paper draws relevant conclusions.First,among the important factors of the specific evaluation indicators of microblog marketing,the top three are the participation of opinion leaders,the interaction with fans,and the quality of information.When conducting microblog marketing,enterprises should not neglect the influence of opinion leaders' participation,strengthen communication and interaction with fans and users,and pay attention to information quality when publishing information.Second,in terms of factors affecting brand equity,the impact of each indicator varies.The popularity of corporate microblogs,the participation of opinion leaders,and the interaction with fans all have a significant impact on brand equity.Finally,the company puts forward relevant suggestions.In the marketing process,enterprises should make decisions in a targeted manner,grasp the marketing direction,strengthen marketing methods,make up for deficiencies,enhance their brand equity,provide better services to consumers,and better quality.The brand is conducive to the company's long-term development goals.