Research On Social Media Marketing Optimization Of L Company Based On SICAS Model

With the rapid development of social media(such as Tik Tok,live broadcast,Vlog,etc.),more and more consumers are accustomed to finding products and collecting product information on various social media platforms.At the same time,global enterprises have also increased their investment in the field of social media marketing,further strengthening the presence and influence of corporate brands in the social media economy through the intervention and operation of various social media Applications.Social media marketing has advantages such as a wide range of audience users,low operation and management costs,and active two-way interactive communication,which can best fit the fragmented shopping behavior characteristics of consumers in the new era;The SICAS model based on user relationship networks can fully leverage the data integration and communication interaction functions of social media in enterprise marketing,opening new directions and paths for enterprise marketing activities.Based on literature research,this article uses questionnaires and empirical analysis methods,based on the SICAS model,to effectively measure the social media marketing effectiveness of L Company from five dimensions: mutual perception,interest attraction,communication and interaction,purchasing behavior,and sharing feedback,and analyzes the relationship between them and each dimension;Use the in-depth survey method to further investigate the shortcomings of the company’s business processes such as marketing strategy formulation,implementation,management,and feedback,and explore the key factors that affect the effectiveness of L Company’s social media marketing.The results show that in the mutual perception link,the lack of a rich social media matrix leads to low consumer perception;In the interest attraction segment,the monotonous content and form of communication are the main reasons for low consumer interest;In communication and interaction,low communication efficiency leads to continuous complaints from consumers;In the aspect of purchasing behavior,the difficulty of products in meeting consumers’ personalized needs reduces consumers’ willingness to purchase;In the feedback sharing link,the imperfect incentive mechanism leads to insufficient consumer sharing motivation.According to regression analysis,communication and interaction,purchasing behavior,and sharing feedback have significant positive impacts on marketing effectiveness,with purchasing behavior having the greatest impact on marketing effectiveness.That is,under the premise that other conditions remain unchanged,the higher the efficiency of communication and interaction,the more conversion of purchasing behavior,or the stronger the willingness to share feedback,the better the marketing effect.Finally,it proposes optimization suggestions such as enriching the media matrix,cultivating their own opinion leaders,connecting online and offline channels,segmented market product features,and improving the community incentive mechanism to improve the efficiency of L Company’s social media marketing.