Empirical Study on the Marketing Strategy and Effect on the Platform of Social Media: Taking Tencent Microblog as Example

Chih Chung Chen

doi:10.4028/www.scientific.net/AMR.1014.438

Paper Titles

Data Processing and Information Technology with an Optimal Matching Model Used to Reconstruct Broken Pieces
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Research on Applied Technology with Variable Parameter Iteration Method Research of Two-Dimensional NMR Inversion
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Research on Information Technology with the Consideration of Computer Professional Education in Big Data Era
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Exploitation and Application of Information System in Interpretation Training
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Empirical Study on the Marketing Strategy and Effect on the Platform of Social Media: Taking Tencent Microblog as Example
p.438

Research on Applied Technology with Optimization Methodology of Bottom Dead Center Accuracy Evaluation
p.443

Research on Applied-Information Technology in Digital Speech Based on LMD Algorithm
p.447

Applied Technology in an Adaptive Particle Filter Based on Interval Estimation and KLD-Resampling
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Research on Applied-Technology for Capacity with Variable Parameter Iteration Method
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HomeAdvanced Materials ResearchAdvanced Materials Research Vol. 1014Empirical Study on the Marketing Strategy and...

Empirical Study on the Marketing Strategy and Effect on the Platform of Social Media: Taking Tencent Microblog as Example

Abstract:

Microblog is one of the most important trends in Internet communication. But since microblog is a new phenomenon, we are still at the very beginning stage of exploring the ways and effects of marketing on microblog. The paper took Tencent enterprise microblog platform as example, using experiment to discover what kind of microblog text can effectively influence users’ attitudes and behaviors. It was found that advertising information can not significantly changed users’ attitudes toward the brand, but non-advertising information can significantly change users’ attitudes toward the company’s microblog, and ultimately change their attitudes toward brand. Some suggestions for business marketing on microblog were also proposed.

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Periodical:

Advanced Materials Research (Volume 1014)

Pages:

438-442

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.1014.438

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Online since:

July 2014

Authors:

Chih Chung Chen*

Keywords:

Brand, Business Microblog, Marketing Effect, Microblog Marketing

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