A Study of Micro-blog Marketing Based on Consumer Purchasing Intention

DOI

10.2991/icesem-18.2018.265How to use a DOI?

Keywords

Micro-blog; Marketing; Consumer; Purchase intention

Abstract

Network media is playing a more and more important role in people's daily life. Micro-blog breaks through the traditional media communication mode and becomes the real grassroots media with its diversification and populism of the main body, and liberates the people's right of speech greatly by its simple content expression and convenient and diversified way of transmission. Micro-blog marketing is a new marketing method. It is more targeted than ordinary promotion ads or link ads through the Micro-blog platform, and it also reduces the audience's resistance psychology. Micro-blog marketing has become an inevitable choice of social media marketing for modern enterprises. This paper analyzes the characteristics of Micro-blog, Micro-blog marketing and consumers' willingness to buy. By using the data analysis method of questionnaire survey, this paper gives some practical and effective strategies and operation modes that combine the purchase intention of consumers under different Micro-blog marketing strategies.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qinwen Dong
AU  - Xiaosong Zheng
PY  - 2018/08
DA  - 2018/08
TI  - A Study of Micro-blog Marketing Based on Consumer Purchasing Intention
BT  - Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)
PB  - Atlantis Press
SP  - 1135
EP  - 1139
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesem-18.2018.265
DO  - 10.2991/icesem-18.2018.265
ID  - Dong2018/08
ER  -