Research On Word-of-Mouth Marketing Of Sexytea Social Media Based On Sicas Model

In social media,Internet users who were previously seen as chaotic and disordered have been replaced by clear interpersonal relationships.Information can spread in this network as quickly and efficiently as a virus.Gradually,the original commercial value of social media has been paid more attention by enterprises.The popularity communication in social media has the characteristics of anonymity,fast communication efficiency and rich communication forms.It is used by many enterprises as a marketing mode with small investment and great harvest."Sexytea" is a milk tea brand originated from Changsha.It has been famous in recent years.It has been popular on the Internet because of its own characteristics and the upsurge of new tea drinking.This paper observes that the socialized media marketing form of "Sexytea" is still relatively single,only one of the links is concerned,and hunger marketing is carried out by using regional characteristics,and has not established a comprehensive social media reputation marketing concept.Therefore,this paper hopes that through the analysis of the social media reputation marketing of "Sexytea",it can provide some valuable guidance for "Sexytea" and other enterprises.Firstly,this paper summarizes the characteristics of the social media reputation marketing of "Sexytea",such as the significant influence of opinion leaders,the full use of virtual community,and the concentration of hungry marketing areas;Then,through empirical investigation and data analysis,it is found that:(1)the number of online word-of-mouth,the quality of public praise,the polarity of word of mouth and the personal charm of the communicators positively affect the cognitive attitude of consumers;(2)the quality of online public praise,the polarity of public praise,the personal charm of the communicators and the intensity of relationship have positive impact on consumers' emotional attitude,(3)The quality and polarity of online word of mouth have positive influence on consumers' willingness to buy,(4)consumers' cognition and emotional attitude are positively influencing consumers' willingness to buy.According to the factors affecting consumers' purchasing behavior,we can see that there are still some shortcomings in the marketing of social media reputation,such as the spread of negative word of mouth,the uneven quality of word-of-mouth information,and the excessive number of public praise,etc.In order to give the substantive suggestions for the socialized media reputation marketing of "tea beauty and color",this paper finally combines the SICAS consumer behavior model and puts forward five optimization measures for the socialized media reputation marketing of "Sexytea" in five stages of SICAS model.