Study On The Communication Effect Of Domestic Cosmetics Evaluation Microblog

The beauty industry in China is in a period of rapid development.The characteristics of cosmetics determine the importance of the dissemination of domestic cosmetics information on social platforms for the domestic cosmetics industry.As a research topic,the value of the dissemination of domestic beauty makeup is increasingly prominent.This study selected the Sina Weibo as a research platform,using literature analysis,questionnaire,typical case analysis to to study the spreading effect of "Domestic cosmetics evaluation microblogs",We come to the following conclusion:First,the "domestic cosmetics evaluation" type of microblog has had a significant impact on the audience's cognition,attitude and behavior.At the cognitive level,audiences aged 18-25 have more fixed browsing habits;the audience's browsing behavior is more practical and proactive.At the attitude level,the audiences generally hold a relatively rational attitude towards the "domestic cosmetics evaluation" type of microblogs.The overall trust level is average,but the satisfaction and support are higher;The higher the audience's understanding of domestic beauty products,the lower their trust in such microblogs.At the behavioral level,when the evaluation is practical and objective,the audience is more inclined to adopt active information processing behaviors;compared with men,women are more likely to be affected by the evaluation and adopt purchasing behaviors.From the perspective of empowering the development of domestic beauty brands,the dissemination of "domestic cosmetics evaluation" microblogs has had a positive effect on the audience's perceptions and attitudes about the domestic beauty industry/brands.It also can provide buying guidance for the audience.The audience preferences include the following aspects: personal Weibo accounts with fashion and beauty certifications;evaluations based on makeup products;evaluations in the form of videos;and original evaluations with a recommended nature.Second,in order to verify the research conclusions of the third chapter of the communication effect,further digging and summarizing the advantages of the "domestic cosmetics evaluation" microblogs with good communication effects.This research focuses on the analysis of three microblogs in the category of "domestic cosmetics evaluation" with good communication effect.The advantages it can learn from are summarized as "with practical guiding significance","appropriately cater to special time nodes","appropriately stimulate the audience's domestic product complex",and "balance the commercial appeal and the audience's experience of brand identity."Third,there are still a series of problems that need to be solved urgently in the current"domestic cosmetics evaluation" microblog.Based on the analysis of communication elements and the results of the questionnaire survey,this study summarizes the current problems of such microblogs as: "This research summarizes the current problems of this type of Weibo into: "the professional abilities of publishers are uneven";"the quality of original content is less,the homogeneity is serious";"the commercial traces are serious";"deliberately consume patriotic feelings,and then guide the audience to follow the trend."Fourth,from the perspectives of publishers,content,platforms and audiences,this research gives specific suggestions on how to improve the communication effect of the "domestic cosmetics evaluation" microblogs: publishers should dig deeper into segmented areas and create personal brand IP;return to the essence of evaluation,enhance the practicality and objectivity of content;platforms should improve review mechanisms and support high-quality original authors;audiences should improve media literacy and monitor content quality.