Research On Marketing Communication Of Online Games On Sina Weibo

The development of media technology has changed traditional marketing methods,but also spawned many emerging products,and online games represented by"League of Legends" have shown strong development potential by relying on new media platforms.In the face of the new communication environment,how to make good use of the media platform to amplify the communication effect and build a sustainable development of the marketing environment is particularly important At the same time,Sina Weibo Super Talk has gained a large audience because of its complete variety,rich content and two-way interaction,and "League of Legends"officially takes Weibo as the main marketing position,and conducts a series of marketing for Weibo users with Super Talk as the main one.This study takes the official Weibo and Chaotalk of "League of Legends" Sina as a case study,takes Tang Xingtong’s new 4C rule as the research framework,combines some communication theories,analyzes the characteristics and basic mechanism of the supertalk and the marketing status of the official Weibo in Chaotalk,and crawls the user comments in the comment area of the official Weibo in January 2023,and explores the emotional feedback and communication effect of Weibo users on the official Weibo content in combination with interviews.After research,it was found that first of all,in terms of scene construction,the official Weibo used social topics to create hot scenes,synchronized social scenes in terms of transmission time by creating momentum,and improved the event system to create a scene of national participation.Secondly,in terms of community operation,the official Weibo refines the audience to meet the needs of different groups of people,operates the community according to the logic of the platform,and uses content release to guide users to form emotional identity and value identity;At the same time,in terms of content dissemination,we continue to output high-quality content,create derivative content boutiques,and encourage users to create in the community;Finally,in terms of connection path,identify the central node,expand the radiation circle layer of content,actively disseminate circle-breaking elements,enhance the relationship between users and brands,and adopt anthropomorphic marketing methods to narrow the emotional distance with users.After collecting and analyzing the communication effect of the official Weibo of "League of Legends",it was found that most users had a positive attitude towards the Weibo content,while some users had a partial attitude,and a small number of users had a negative attitude,which indicated that the overall communication effect was better and the user’s willingness to consume was higher.At the same time,some problems of the online game itself were fermented through the microblog platform and eventually adversely affected the communication effectAs the head game of online games,"League of Legends" has certain research value in its Weibo marketing,which has reference significance for the healthy development of the game industry in the context of the tide of Chinese games going overseas.