models新浪博客搬家工具
新浪博客搬家工具 时间:2021-01-26 阅读:()
MicroblogMarketing:ACaseStudyatSinaWeiboWANGYu-chan1,2,XULong2,LIUJian-zhao2,LIUBing21DepartmentofMedia&Communication,UniversityofLeicester,UnitedKingdom,LE17JA2SchoolofEconomicandManagement,HebeiUniversityofTechnology,Tianjin300401,P.
R.
ChinaAbstract:MicroblogisatypicalmodeofsocializedmediaandtheproductofInternetwithitsrapiddevelopmentthathasmanyimpactsonhumanbeing'slifeineveryrespect.
Ithasalsoarousedanumberofchangesinthemarketingmethodandthestudiesinthisfield.
ThisresearchbasedonanextensivereviewandcomprehensionofcontemporaryliteratureandacasestudyofChina'sSinaWeibothatadoptstheAISASmodeltoinvestigatetheconsumerbehaviormechanismofmicroblogmarketing.
Theresultsandfindingsareencouraging:firstly,theyshowthatthemicrobloggers'behaviorfitstheexactphasesofAISASmodel;secondly,the"OpinionLeader",playsacrucialroleinthecommunicativeprocessofinformationatthestageof"share".
Thelatterindicatesthatmicroblogmarketingmaycausemorepossibilitiesofproductsattractiontothepotentialconsumersthanthetraditionalmodesandapproachesofmediamarketing.
Therefore,itprovidesenlightenmentsforenterprisestoadjusttheirmarketingstrategies,tacticsaswellasonlinetechnology.
Keywords:AISASmodel,consumerbehavior,microblogmarketing,opinionleader,SinaWeibo1IntroductionAsatypicalnewmodeofsocializedmedia,microblognotonlychangesthemeansofcommunicationandinformationtransmitsbutalsoprovidesnewspaceofmediachoiceforenterprisestopromotemarketing[1];while,asanewstudyingfield,itusuallyfocusesontwomajoraspects:oneisquantitativeanalysisontheonlineclients,theircharacters,andbehaviors.
Inaddition,theotherpointtoresearchisthetrendofmicrobloggingmarketingdevelopment.
[2]Tothegreatextentwecansaythattheemergenceofmicroblogginghaschangedthetraditionalmodesandapproachesofmediamarketing.
While,whatarethedifferencesandsimilaritiesbetweenthemicroblogmarketingandtraditionalonesEspeciallywhatcharacteristicsdoesthenewonehaveInaddition,howitworksInordertoanswertheabovequestions,basedontheAISASmodelandtakenthenatureofmicroblogintoSupportedbytheNationalNaturalScienceFoundationofChina(71172153,71072149)andtheProjectofNaturalScienceFoundationofHebeiProvince(G2014202233)accounts,thispaperchoosesSinaWeiboastheempiricalstudyingobjective,usescasestudytogetsomesampledatatoanalyzetheimpactofSinaWeibomarketingonconsumers'AISASbehavior.
Specially,wediscussestheinformationsharingandspreadingoftheMicroblogmarketingfromtheviewofopinionleadertoenrichthesocializedmediamarketingtheories,andfurtherpromotetheapplicationofAISASmodelandprovidetheenterpriseswithsomecertainlessonstocarryoutthemicroblogmarketingstrategy.
2LiteraturereviewComparingwithothertraditionalmedia,suchasnewspaper,magazineandtelevision,thetermof'socialmedia'didnotemergeuntilanewtechnologyprogresstookintoexistencethatisthedevelopmentoftheinternetthatgeneratedslowlyacommunityinwhicheveryonecanbethepublisherofinformation.
Ithasgreaterpowerthantraditionalmediaduetotheinformationpublishingandsharing.
Thus,itwentrapidlyandsignificantlytoimpactpeople'sdailylife.
Moreover,itprovidesa2-waycommunicationinthesocietyinamuchwiderrange,whichhasallowedpeopletocommunicatewitheachothermorefreelyandefficiently.
2.
1MicroblogmarketingInconsiderationofitsdomesticdevelopmentinChina,Chendefinedmicroblogasbroadcastingsocialnetworkplatform,whereuserscansharebriefreal-timeinformationthroughthe"follower"mechanism.
[3]Forthatreason,duringthemicroblogmarketing,itneedstomakeuseofthedifferentelementsintheenvironment,includingthecontentofmicroblog,followers,activities,intercommunications,microblogprovidersandfamousmicroblogs,forwarders,amongwhichthereareOpinionLeaders,theirfans,followers,andallofthemincreasetheeffectivenessofthemicroblogmarketingactivities.
Basedontheanalysisoftheaccountswhichhavethesameattributes,characteristics,dynamicchangesonfoursocialnetworkingsites,Facebook,Linkedin,Hi5,StudiVZ,Schneideretal.
foundthatuserstendedtodothesameactivitiesondifferentsocialnetworkingsites.
[4]Jansenetal.
considerTwitterasanimportanteWOMchannelforconsumerstosharetheirinformationandopinionsofcertainbrand.
[5]Courtetal.
focusedonthe2014InternationalConferenceonManagementScience&Engineering(21th)August17-19,2014Helsinki,Finland-501-978-1-4799-5376-9/14/$31.
002014IEEEprocessofhowcompaniesusemicroblogtoincreaseawarenessandbrandloyalty.
[6]Passantetal.
believedthattherearedifficultiesonthedesignandimplementofmicroblogmarketingcampaigns.
[7]Xuetal.
havefoundthat,duetothedecentralizationofmicroblogging,theresultofmicroblogmarketingoftenextremelydifferent.
[8]Basedonpeople'scuriosity,anger,criticismandsomeotherpsychologicalcharacteristics,ingenerally,negativenewsspreadfasterandmorewidelythanpositivenews.
[9]AsurandHebemandevelopedanapproachtopredicttheboxofficeofmoviesbyanalysisthetweetsonTwitterandtheyfoundthisapproachwasmoreaccuratethantraditionalapproaches.
[10]Company'svisibility,interactivityandtrustworthinesswouldsignificantlyinfluencetheeffectivenessofthecompany'smarketingactivitiesonsocialmedia.
[11]Avilesetal.
discoveredthatthetagsusedinmicroblogwouldhelpcompaniestolocatethepotentialconsumersamongthemicrobloggingusersthatishelpfulforcompaniestoconducttheironlinemarketingcampaigns.
[12]LiuandLiufoundthatcompaniesshouldfocusonthetopics,emotions,trustandpurposeaspectsonmicroblogtocollecttheinformationofopinionsandattitudesholdbyconsumerstowardsthebrandtoincreasetheeffectivenessofitsmarketingcampaigns.
[13]2.
2AISASmodelandconsumers'behaviorAIDMAModel,proposedbyAmericanAdvertisingexpertsLewis[14],isoneoftheadvancedtheoreticalmodelsinconsumers'behaviorstudies,whichreflectsthatenterprisesbrandmarketingresultsfromtheirinfluence,andpresentsprogressivelydecreasingphenomenoninthemarketingprocesswithfivestagesofAttention,Interest,Desire,Memory,andAction.
Duetoemergenceofmicroblog,AISASmodelwasevolvedfromAIDMAmodel(Fig.
1).
Javashowedthatmicrobloguserseasilyformedhighlyrelevantandinteractivecompactcommunities,thereforetohaveanoverallpositiveornegativeinteractionwiththeenterprisemicroblogmarketing.
[15]AISASModelcanreflectboththepositiveandnegativeinfluenceontheattenuationandamplificationprocessofenterprisemicroblogmarketing.
Shandwickdemonstratedthatmanylargecompanies'effectivenessofmicroblogmarketingdidnotmatchtheirbrand.
Manycompaniesareinterestedinmicroblogmarketing,buttheresultsareunsatisfactory.
[16]Court,inthestudyofhowenterpriseusingTwitterandothersocialmediatoturncostumers'awarenessofthebrandintobrandloyalty,foundoutthatthemajorityofenterprises'difficultyliesinhowtoputthestrategiesandcapitalexpendituresonthemostinfluentialkeypoints,toformaneffectivereturnoninvestment.
[17]Heil'empiricalresultsshowedthat10%ofTwitteraccountscontributed90%ofTwittermessages,whichreflectedthehighconcentrationofmicroblog'sinfluenceandthelevelofactivity,andillustratedthataconsiderablenumberofenterprisemicroblogmarketingcampaignswerenotsuccessful.
[18]Throughmultilevelinformationtransmissionpathonmicroblogs,Huanganalyzedthatdisseminationofinformationonthemicroblogsshoweddisseminationphaseandmultilevel.
[19]Jinetal.
basedonAISASmodel,analyzed10typicalenterprisemicroblogmarketingcasesonSinawebsite,andestablishedamodeltomeasureofeffectivenessofenterprisemicroblogmarketingandnumberoffansintheshort-terminteraction.
[20]Companies'microblogmarketinginfluencenaturallydecreasesovertime,socompaniesneedtokeeptheirmicroblogsactiveandregardmicroblogmarketingtheiraslong-termbrand-buildingstrategy.
Overall,Web2.
0-basedAISASModelisbetteratinterpretationofinterpersonalinteractionbasedonconsumerbehaviorpatternsintheInterneterathanthetraditionalAIDMAModel,andbettersuitedtoexplainsocializedmediamarketing.
2.
3OpinionleadersDespitethefactthattheroleoftheopinionleadersinMicroblogmarketinggraduallyemerges,thereisstilllittleresearchattentiontotheirroleandimpactmechanismintheframeworkofAISASModel.
However,inMicroblogmarketing,opinionleadersalwayscarryoutthewholeprocessofconsumers'behavior,andprovidethemainsourceofrecommendation.
StephenandToubiabelievedthatreviewsandratingsareconsumers'communicationoffeedbackofproducts,whichisthereflectionofopinionleaders'sharinganddiffusionroleundertheframeworkofAISASModel.
[21]ItisobviousthatrecommendationbyinfluentialrecommendersinMicroblogmarketinghasapositiveeffect.
StephenandToubiaadvocatedthatmicroblogprovidedconsumerswithopenclassifiedforumstoexchangeinformation,andmanyforumsbecameidea-exchangeareasforopinionleaders'followers.
[21]Yanghasverifiedthisthroughtheanalysisofopinionleaderswiththetargetofuniversitystudentsontheweb.
[22]AreviewofthedevelopmentofAISASmodelcanhelpustogetanoverallunderstandingoftheenterprisesmicroblogmarketingcharacterizedbytheinterpersonalinteractionintheageofInternet.
However,relatedresearches,whicharemainlystatisticalconclusionsdrawingfrommarketingpractice,arescatteredinpersonalororganization'sblogsorinformalreports.
Thereareonlyahandfulofacademicpaperswithsystematictheories.
DuetoitsstressonexperimentexplanationintheAISASmodelwhichcouldexplainenterprisesmicroblogmarketing,thereisstillofalackofempiricalresearches.
UnderMicroblogmarketing,couldtheconsumerbehaviormatchwithAISASmodelIsthereinfluenceofopinionleadersintheAISASmodelIftheydo,whichstagetheimpactofopinionleadersisHowcouldenterprisesgrasptherulesoftargetusersandemployMicroblogasamarketingtoolTherefore,bytakingSinaWeiboasacasestudy,thispaperexaminessocialmediamarketingconsumerbehaviorundertheAISAS.
Withaparticularanalysisoftheinformationsharinganddiffusionofmicroblog-502-marketingfromtheperspectiveofopinionleaders,thepaperaimstofurtherenrichandextendtheresearchdevelopmentinthisfield.
Fig.
1ThetransferringofAIDMAmodeltoAISASmodel3Methodology3.
1CaseselectionThecriteriaforcaseselectionandtheobjectofstudyarerelevanttothequestiontobeanswered,whichdetermineswhatkindofpropertycanbringmeaningfulcasestudydata.
Casestudycanuseonecaseormultiplecases.
Asinglecasestudyissupposedtobeappliedtoconfirmorchallengeatheory,andcanbeusedtoproposeauniqueorextremecase.
Theresearch,viasampling,choosesthefirstnewsforwarderLuoYong-haoat13:40on23August,2013,andthenmakesanobservationandanalysisonthecommunicativemechanismofinformationshareandsparedviathefirstforwarder(L),andthenumberofhisfollowerswhotakeactiontoforwardhisnews,thenumberofL'sfans,L'sfollowers'fans,andfanswhobringmoreforwarders.
3.
2DatacollectionCasestudyconsistsoffivesourcesofdata:①files;②filerecordsthatareconnectedtootherinformationsourcesincasestudy.
However,unlikethefileevidence,usefulnessofthesefilesrecordwillvaryduetodifferentcasestudies;③interviewscanadoptseveralforms,withinwhich,themostcommontypeisinanopenwaytoproceed.
Thesecondtypeofinterviewisthefocusstyle,ashortinterviewwithonerespondentinacertainperiod.
Thethirdtypeisextendedtoformalquestionnaireslimitedtomorestructuredproblems;④directobservation.
Researchersvisittheplaceofcasestudy;⑤participantobservation.
Insteadofbeingpassiveobservers,researchersatthistimewouldbetrulyinvolvedintheeventsbeingstudied;⑥artifactentities.
Entityorculturalartifactsarethelastsourcesofevidence.
Inthispaper,directobservationisadoptedfordatacollection.
Thisresearch,byclickingatthedatepointonlinetoobtainmicroblogURL,inputsPKUVIS,andthengetstheoutputseenasthefollowingFig.
2.
FromtheonlineFig.
2,L'smicroblogwasforwarded4724pieceswithin12hours,amongthem4456ordinaryusersaccountfor94%,while268VIPusersaccountfor6%.
Andfromtheaspectoflevel,atthefundamentallevelthereare203piecesaccountfor4%,atthesecondthereare696pieces,accountfor15%,atthethirdlevel,thereare2531piecesaccountfor54%,attheforth,thereare654pieces,account14%,thefifththereare235piecesaccountfor5%,andatsixthandupthereare346piecesaccountfor7%.
4ResultsInthispaper,throughthevisualanalysistool'WeiboEventsPKUVIS'softwaresuppliedbyPekingUniversity(http://vis.
pku.
edu.
cn/weibova/weiboevents/manual.
html),onecaneasilyandclearlywatchthewholeprocessandcommunicativemechanismoftheevent,onlineitskeyfigure,keymicroblogger,andkeycomments,andwhich,meanwhile,facilitatesresearcherstomakeanonlineanalysisbetter,tounderstandbetter.
Dataanalysisincludesreview,classification,listingorotherwaystoreorganizeevidences,aimingtoexploretheinitialproposition.
Beforeanalyzingthedata,researchersneedtodeterminetheirownanalysisstrategy,inanotherword,toclarifywhattoanalyzeandwhytakingtheprioritytoanalyze.
Specifically,therearetwocasesinfollowing.
First,thecasestudycaninitiallybebasedontheidentifiedpropositionthatreflectsasetofresearchquestions,newideasandresultsofliteraturereview.
Asthedatecollectionplanissupposedtodesignaccordingtotheproposition,whichhaspossiblypointedouttheprioritiesofrelatedanalysisstrategies.
Second,adescriptionframeworkshouldbedevelopedtoorganizecasestudy.
AsseeninFig.
3represent,eachnoderepresentonepieceofmicroblogs,thelinklinerepresentrelationshipofforward,whichvisuallyrevealthetransmissionprocessofL'smicroblog.
Thelateralaxisdenotestimeandverticalaxisdenotestheforwardrelationship.
OnecaneasilyfindoutL'smicroblogwasforwardmostdenselywithinthefirst2hours.
Thepiecesatthethirdlevelwereforwardedmostclosely.
AsseeninFig.
3,eachfocusofcirclesistheimportantnodeinL'smicroblogtransmission,andthesurroundingcirclesaretheforwardsofthenode.
Thelinesthatlinkthecirclesaccountfortheforwardrelationsinbetweentheimportantnodes.
Withthesampledata,therearemanynodesscatteringalloverthenetwork,nearlywithoutanyrelationamongoneandanother,andmostofthemdispersefromoneandanother.
Thereseemsnolinksinbetween,andyoucanhardlyseeanymechanism.
ApartfromF1,F2…F23whoformequilibriumnetpartthatnoneofthemisopinionleader.
Inaddition,therestsparedfromthenetwork.
ThesituationchangedgreatdealwhileL1startedto"bubble".
AMADIAISAS-503-Ononehand,thosenodesthatoncedispersedfromoneandanother,startedtoestablishsomekindoflinkswithL1.
Onanotherhand,thenetworkwiththeequilibriumpartybecamemorecomplicated;thereappearedmoreandmorelinksbetweenoneandanother.
While,atthesametime,therewerestillsomenodesscatterapartfromthenetwork.
Duetoselectionmethodofthedata,somelinksamongthewholenetworkismissing.
ItispossibleforthescatterednodestolookonL1andother"actiontakers"throughanothergroupofthe"actiontakers"whowerenotselectedassampledata.
Furthermore,those"actiontakers"whoforwardedthenewsfromL1mightbeatrandom,forexample,theyforwardedthenewsfromL1whilesurfingonlinewithoutestablishinganylinkwithL1,oranylinkswiththisnetwork.
WhatismoreimportantistheappearanceofL1madethecompletelysocialnetworkmorecentralizedtowardsL1.
ThatistosayL1becamethecentreliaisonthatlinkoneandanotherinthenetwork,andhedominatedthenetwork.
Soheisthe"opinionleader"whoplaysextremelyimportantpart.
Infact,thispieceofMicroblogforproduct'X'dosehaveawidelyspread,thus,itmightresultinapositiveeffect.
5ConclusionsBasedontheAISASmodel,thispaperbuildsthemicroblogmarketingmodel.
BytakingSinaWeiboasacasestudy,thispaperexaminessocialmediamarketingconsumerbehaviorsundertheAISAS,aimingtofurtherenrichandextendthedevelopmentandapplicationoftheAISASmodel.
Particularly,fromtheperspectiveofopinionleaders,thispaperanalyzestheinformationsharinganddiffusionofMicroblogmarketing.
Thewholeprocessofconsumerbehaviorsfromtheinitialattention,growinginterest,tothepurchasingdesire,lingeringmemoryandthefinalpurchasingactioncanbemanipulatedbythetraditionalmarketingmethods.
However,thereconstructedAISASmodelbasedonthemarketcharacteristicsinthenetworkera,furthertakesintoconsiderationtheconsumersinformationsearching,aftertheinitialattentionandgrowinginterestaswellastheinformationsharingafterthepurchasingactionastwomostimportantelementscloselyconnectedwithconsumerInternetapplication(includingPCandmobile).
①Attention:BysurfingtheInternet,consumershaveaccesstotheinformationofgoodsorservices,andbydisplayingtheuniquefunctionofonegoods/services,companiescanattractsattentionofbothpotentialandcommonconsumers.
Fig.
2Thesail-shapedgraphofthesupposedopinionleader,LFig.
3Thecircle-shapedgraphofthesupposedopinionleader,L-504-②Interest:Onthepremiseofhavingattractedcertainattention,theMicroblogmarketinginformationexposuretocommonusersstopsherewhiletherealpotentialconsumers'interestwillbearoused.
Thebrandmarketingprocessbeginswiththeconsumers'needtounderstandtheproductinformationbasedonthepreviousexposure.
③Search:Duetothegrowinginterestintheproductorbrandinformation,potentialconsumersmaybegintogathermorerelatedinformation,duringwhichtheInternetSearchenginecouldbetheidealchoiceforthem.
Throughtheinformationsearching,theycouldproceedfurtherinthebrandmarketingprocess.
④Action:ThroughMicroblog,consumersareinvolvedintheinteractionofmarketingactivitiesandmanagedtoknowcomprehensiveinformationaboutthecompanies,products,andservices,andcanmaketransversecomparisonbetweenrelatedinformation.
Onsuchbasis,theconsumercanmakeconsultationsviatelephoneorInternetorexecutetradingactionssuchasonlineortraditionaltransactions.
⑤Share:Theconsumer-orientedmarketingwaysbroughtbyWeb2.
0guaranteeconsumersanactiveaccesstoinformationthroughMicroblogandmakethemthesubjecttoreleaseinformationandshareinformationwithmoreconsumers.
ConsumersarelikelytohaveauniqueconsumptionexperiencesineveryelementofAISASbehaviorpatterns.
Therefore,thesharinganddiffusionofconsumers'consumingexperiencescanbefulfilledinthesharingsession.
Opinionleaders,partiesconcernedandfansaresocialactorsinthecomplexMicrobloginterpersonalnetworks.
TheirconnectionisanimportantpathandthebasicmechanismforinformationsharinganddiffusionofMicroblogmarketing.
Researchesshowthatinthewakeoftheopinionleaders'emergence,thesocialnetworkbeginstotakeonaperplexingnetworkassociationwithalargenumberofnodeslikeloosesand.
Ontheonehand,the"scatterplot"originallyoutsidethenetworkhasestablishedcertainconnectionswiththeopinionleaders.
Ontheotherhand,opinionleadersalsomaketheoriginallybalancedlocalizednetworkmorecomplicated.
Besides,thesocialnetworkhasremarkablybecomemoreorganic.
AISASisprovedtobeagoodmodeltoanalyzetheenterprisesmicrobloggingmarketing.
Thisresearchpapersystematicallyanalyzesconsumerbehaviorundermicrobloggingmarketingbyusingacombinationofsubjectivemeasurementandobjectiveevaluation.
Butduetousingcross-sectionaldata,theresearchforthecharacteristicsandlawsofchronicandperiodicityofenterprisemicrobloggingmarketingisinadequate.
Ifusingtimeseriesdatatodolong-termfollow-upresearch,newlawsofAISASmodel,especiallytheconsumer'sbehaviorafterinformationsharinganddiffusion,maybefoundafteracycleofrepeat,whichisofgreatsignificanceforbothacademicresearchandbusinesspractice.
Itcanbefoundthroughliteratureanalysis,mostoftheexistingacademicresearchisfocusonrevealingthenatureofmicroblognetworkstructure,andislackofin-depthcasestudies.
AlthoughthispapergainedvaluableempiricalresearchfindingsbasedonAISASmodel,butitisslightlyweakinhowenterprisesusemicroblogtomarketing.
Ifarepresentativecompanycouldbeusedasasupplementarystudysampleinfollow-upstudy,andcorroboratewithnormativeanalysisandempiricaltesting,itwillhelptoidentifythedeeplawsinenterprisemicrobloggingmarketing,andtoenhanceresearchconvincingaswell.
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-506-
R.
ChinaAbstract:MicroblogisatypicalmodeofsocializedmediaandtheproductofInternetwithitsrapiddevelopmentthathasmanyimpactsonhumanbeing'slifeineveryrespect.
Ithasalsoarousedanumberofchangesinthemarketingmethodandthestudiesinthisfield.
ThisresearchbasedonanextensivereviewandcomprehensionofcontemporaryliteratureandacasestudyofChina'sSinaWeibothatadoptstheAISASmodeltoinvestigatetheconsumerbehaviormechanismofmicroblogmarketing.
Theresultsandfindingsareencouraging:firstly,theyshowthatthemicrobloggers'behaviorfitstheexactphasesofAISASmodel;secondly,the"OpinionLeader",playsacrucialroleinthecommunicativeprocessofinformationatthestageof"share".
Thelatterindicatesthatmicroblogmarketingmaycausemorepossibilitiesofproductsattractiontothepotentialconsumersthanthetraditionalmodesandapproachesofmediamarketing.
Therefore,itprovidesenlightenmentsforenterprisestoadjusttheirmarketingstrategies,tacticsaswellasonlinetechnology.
Keywords:AISASmodel,consumerbehavior,microblogmarketing,opinionleader,SinaWeibo1IntroductionAsatypicalnewmodeofsocializedmedia,microblognotonlychangesthemeansofcommunicationandinformationtransmitsbutalsoprovidesnewspaceofmediachoiceforenterprisestopromotemarketing[1];while,asanewstudyingfield,itusuallyfocusesontwomajoraspects:oneisquantitativeanalysisontheonlineclients,theircharacters,andbehaviors.
Inaddition,theotherpointtoresearchisthetrendofmicrobloggingmarketingdevelopment.
[2]Tothegreatextentwecansaythattheemergenceofmicroblogginghaschangedthetraditionalmodesandapproachesofmediamarketing.
While,whatarethedifferencesandsimilaritiesbetweenthemicroblogmarketingandtraditionalonesEspeciallywhatcharacteristicsdoesthenewonehaveInaddition,howitworksInordertoanswertheabovequestions,basedontheAISASmodelandtakenthenatureofmicroblogintoSupportedbytheNationalNaturalScienceFoundationofChina(71172153,71072149)andtheProjectofNaturalScienceFoundationofHebeiProvince(G2014202233)accounts,thispaperchoosesSinaWeiboastheempiricalstudyingobjective,usescasestudytogetsomesampledatatoanalyzetheimpactofSinaWeibomarketingonconsumers'AISASbehavior.
Specially,wediscussestheinformationsharingandspreadingoftheMicroblogmarketingfromtheviewofopinionleadertoenrichthesocializedmediamarketingtheories,andfurtherpromotetheapplicationofAISASmodelandprovidetheenterpriseswithsomecertainlessonstocarryoutthemicroblogmarketingstrategy.
2LiteraturereviewComparingwithothertraditionalmedia,suchasnewspaper,magazineandtelevision,thetermof'socialmedia'didnotemergeuntilanewtechnologyprogresstookintoexistencethatisthedevelopmentoftheinternetthatgeneratedslowlyacommunityinwhicheveryonecanbethepublisherofinformation.
Ithasgreaterpowerthantraditionalmediaduetotheinformationpublishingandsharing.
Thus,itwentrapidlyandsignificantlytoimpactpeople'sdailylife.
Moreover,itprovidesa2-waycommunicationinthesocietyinamuchwiderrange,whichhasallowedpeopletocommunicatewitheachothermorefreelyandefficiently.
2.
1MicroblogmarketingInconsiderationofitsdomesticdevelopmentinChina,Chendefinedmicroblogasbroadcastingsocialnetworkplatform,whereuserscansharebriefreal-timeinformationthroughthe"follower"mechanism.
[3]Forthatreason,duringthemicroblogmarketing,itneedstomakeuseofthedifferentelementsintheenvironment,includingthecontentofmicroblog,followers,activities,intercommunications,microblogprovidersandfamousmicroblogs,forwarders,amongwhichthereareOpinionLeaders,theirfans,followers,andallofthemincreasetheeffectivenessofthemicroblogmarketingactivities.
Basedontheanalysisoftheaccountswhichhavethesameattributes,characteristics,dynamicchangesonfoursocialnetworkingsites,Facebook,Linkedin,Hi5,StudiVZ,Schneideretal.
foundthatuserstendedtodothesameactivitiesondifferentsocialnetworkingsites.
[4]Jansenetal.
considerTwitterasanimportanteWOMchannelforconsumerstosharetheirinformationandopinionsofcertainbrand.
[5]Courtetal.
focusedonthe2014InternationalConferenceonManagementScience&Engineering(21th)August17-19,2014Helsinki,Finland-501-978-1-4799-5376-9/14/$31.
002014IEEEprocessofhowcompaniesusemicroblogtoincreaseawarenessandbrandloyalty.
[6]Passantetal.
believedthattherearedifficultiesonthedesignandimplementofmicroblogmarketingcampaigns.
[7]Xuetal.
havefoundthat,duetothedecentralizationofmicroblogging,theresultofmicroblogmarketingoftenextremelydifferent.
[8]Basedonpeople'scuriosity,anger,criticismandsomeotherpsychologicalcharacteristics,ingenerally,negativenewsspreadfasterandmorewidelythanpositivenews.
[9]AsurandHebemandevelopedanapproachtopredicttheboxofficeofmoviesbyanalysisthetweetsonTwitterandtheyfoundthisapproachwasmoreaccuratethantraditionalapproaches.
[10]Company'svisibility,interactivityandtrustworthinesswouldsignificantlyinfluencetheeffectivenessofthecompany'smarketingactivitiesonsocialmedia.
[11]Avilesetal.
discoveredthatthetagsusedinmicroblogwouldhelpcompaniestolocatethepotentialconsumersamongthemicrobloggingusersthatishelpfulforcompaniestoconducttheironlinemarketingcampaigns.
[12]LiuandLiufoundthatcompaniesshouldfocusonthetopics,emotions,trustandpurposeaspectsonmicroblogtocollecttheinformationofopinionsandattitudesholdbyconsumerstowardsthebrandtoincreasetheeffectivenessofitsmarketingcampaigns.
[13]2.
2AISASmodelandconsumers'behaviorAIDMAModel,proposedbyAmericanAdvertisingexpertsLewis[14],isoneoftheadvancedtheoreticalmodelsinconsumers'behaviorstudies,whichreflectsthatenterprisesbrandmarketingresultsfromtheirinfluence,andpresentsprogressivelydecreasingphenomenoninthemarketingprocesswithfivestagesofAttention,Interest,Desire,Memory,andAction.
Duetoemergenceofmicroblog,AISASmodelwasevolvedfromAIDMAmodel(Fig.
1).
Javashowedthatmicrobloguserseasilyformedhighlyrelevantandinteractivecompactcommunities,thereforetohaveanoverallpositiveornegativeinteractionwiththeenterprisemicroblogmarketing.
[15]AISASModelcanreflectboththepositiveandnegativeinfluenceontheattenuationandamplificationprocessofenterprisemicroblogmarketing.
Shandwickdemonstratedthatmanylargecompanies'effectivenessofmicroblogmarketingdidnotmatchtheirbrand.
Manycompaniesareinterestedinmicroblogmarketing,buttheresultsareunsatisfactory.
[16]Court,inthestudyofhowenterpriseusingTwitterandothersocialmediatoturncostumers'awarenessofthebrandintobrandloyalty,foundoutthatthemajorityofenterprises'difficultyliesinhowtoputthestrategiesandcapitalexpendituresonthemostinfluentialkeypoints,toformaneffectivereturnoninvestment.
[17]Heil'empiricalresultsshowedthat10%ofTwitteraccountscontributed90%ofTwittermessages,whichreflectedthehighconcentrationofmicroblog'sinfluenceandthelevelofactivity,andillustratedthataconsiderablenumberofenterprisemicroblogmarketingcampaignswerenotsuccessful.
[18]Throughmultilevelinformationtransmissionpathonmicroblogs,Huanganalyzedthatdisseminationofinformationonthemicroblogsshoweddisseminationphaseandmultilevel.
[19]Jinetal.
basedonAISASmodel,analyzed10typicalenterprisemicroblogmarketingcasesonSinawebsite,andestablishedamodeltomeasureofeffectivenessofenterprisemicroblogmarketingandnumberoffansintheshort-terminteraction.
[20]Companies'microblogmarketinginfluencenaturallydecreasesovertime,socompaniesneedtokeeptheirmicroblogsactiveandregardmicroblogmarketingtheiraslong-termbrand-buildingstrategy.
Overall,Web2.
0-basedAISASModelisbetteratinterpretationofinterpersonalinteractionbasedonconsumerbehaviorpatternsintheInterneterathanthetraditionalAIDMAModel,andbettersuitedtoexplainsocializedmediamarketing.
2.
3OpinionleadersDespitethefactthattheroleoftheopinionleadersinMicroblogmarketinggraduallyemerges,thereisstilllittleresearchattentiontotheirroleandimpactmechanismintheframeworkofAISASModel.
However,inMicroblogmarketing,opinionleadersalwayscarryoutthewholeprocessofconsumers'behavior,andprovidethemainsourceofrecommendation.
StephenandToubiabelievedthatreviewsandratingsareconsumers'communicationoffeedbackofproducts,whichisthereflectionofopinionleaders'sharinganddiffusionroleundertheframeworkofAISASModel.
[21]ItisobviousthatrecommendationbyinfluentialrecommendersinMicroblogmarketinghasapositiveeffect.
StephenandToubiaadvocatedthatmicroblogprovidedconsumerswithopenclassifiedforumstoexchangeinformation,andmanyforumsbecameidea-exchangeareasforopinionleaders'followers.
[21]Yanghasverifiedthisthroughtheanalysisofopinionleaderswiththetargetofuniversitystudentsontheweb.
[22]AreviewofthedevelopmentofAISASmodelcanhelpustogetanoverallunderstandingoftheenterprisesmicroblogmarketingcharacterizedbytheinterpersonalinteractionintheageofInternet.
However,relatedresearches,whicharemainlystatisticalconclusionsdrawingfrommarketingpractice,arescatteredinpersonalororganization'sblogsorinformalreports.
Thereareonlyahandfulofacademicpaperswithsystematictheories.
DuetoitsstressonexperimentexplanationintheAISASmodelwhichcouldexplainenterprisesmicroblogmarketing,thereisstillofalackofempiricalresearches.
UnderMicroblogmarketing,couldtheconsumerbehaviormatchwithAISASmodelIsthereinfluenceofopinionleadersintheAISASmodelIftheydo,whichstagetheimpactofopinionleadersisHowcouldenterprisesgrasptherulesoftargetusersandemployMicroblogasamarketingtoolTherefore,bytakingSinaWeiboasacasestudy,thispaperexaminessocialmediamarketingconsumerbehaviorundertheAISAS.
Withaparticularanalysisoftheinformationsharinganddiffusionofmicroblog-502-marketingfromtheperspectiveofopinionleaders,thepaperaimstofurtherenrichandextendtheresearchdevelopmentinthisfield.
Fig.
1ThetransferringofAIDMAmodeltoAISASmodel3Methodology3.
1CaseselectionThecriteriaforcaseselectionandtheobjectofstudyarerelevanttothequestiontobeanswered,whichdetermineswhatkindofpropertycanbringmeaningfulcasestudydata.
Casestudycanuseonecaseormultiplecases.
Asinglecasestudyissupposedtobeappliedtoconfirmorchallengeatheory,andcanbeusedtoproposeauniqueorextremecase.
Theresearch,viasampling,choosesthefirstnewsforwarderLuoYong-haoat13:40on23August,2013,andthenmakesanobservationandanalysisonthecommunicativemechanismofinformationshareandsparedviathefirstforwarder(L),andthenumberofhisfollowerswhotakeactiontoforwardhisnews,thenumberofL'sfans,L'sfollowers'fans,andfanswhobringmoreforwarders.
3.
2DatacollectionCasestudyconsistsoffivesourcesofdata:①files;②filerecordsthatareconnectedtootherinformationsourcesincasestudy.
However,unlikethefileevidence,usefulnessofthesefilesrecordwillvaryduetodifferentcasestudies;③interviewscanadoptseveralforms,withinwhich,themostcommontypeisinanopenwaytoproceed.
Thesecondtypeofinterviewisthefocusstyle,ashortinterviewwithonerespondentinacertainperiod.
Thethirdtypeisextendedtoformalquestionnaireslimitedtomorestructuredproblems;④directobservation.
Researchersvisittheplaceofcasestudy;⑤participantobservation.
Insteadofbeingpassiveobservers,researchersatthistimewouldbetrulyinvolvedintheeventsbeingstudied;⑥artifactentities.
Entityorculturalartifactsarethelastsourcesofevidence.
Inthispaper,directobservationisadoptedfordatacollection.
Thisresearch,byclickingatthedatepointonlinetoobtainmicroblogURL,inputsPKUVIS,andthengetstheoutputseenasthefollowingFig.
2.
FromtheonlineFig.
2,L'smicroblogwasforwarded4724pieceswithin12hours,amongthem4456ordinaryusersaccountfor94%,while268VIPusersaccountfor6%.
Andfromtheaspectoflevel,atthefundamentallevelthereare203piecesaccountfor4%,atthesecondthereare696pieces,accountfor15%,atthethirdlevel,thereare2531piecesaccountfor54%,attheforth,thereare654pieces,account14%,thefifththereare235piecesaccountfor5%,andatsixthandupthereare346piecesaccountfor7%.
4ResultsInthispaper,throughthevisualanalysistool'WeiboEventsPKUVIS'softwaresuppliedbyPekingUniversity(http://vis.
pku.
edu.
cn/weibova/weiboevents/manual.
html),onecaneasilyandclearlywatchthewholeprocessandcommunicativemechanismoftheevent,onlineitskeyfigure,keymicroblogger,andkeycomments,andwhich,meanwhile,facilitatesresearcherstomakeanonlineanalysisbetter,tounderstandbetter.
Dataanalysisincludesreview,classification,listingorotherwaystoreorganizeevidences,aimingtoexploretheinitialproposition.
Beforeanalyzingthedata,researchersneedtodeterminetheirownanalysisstrategy,inanotherword,toclarifywhattoanalyzeandwhytakingtheprioritytoanalyze.
Specifically,therearetwocasesinfollowing.
First,thecasestudycaninitiallybebasedontheidentifiedpropositionthatreflectsasetofresearchquestions,newideasandresultsofliteraturereview.
Asthedatecollectionplanissupposedtodesignaccordingtotheproposition,whichhaspossiblypointedouttheprioritiesofrelatedanalysisstrategies.
Second,adescriptionframeworkshouldbedevelopedtoorganizecasestudy.
AsseeninFig.
3represent,eachnoderepresentonepieceofmicroblogs,thelinklinerepresentrelationshipofforward,whichvisuallyrevealthetransmissionprocessofL'smicroblog.
Thelateralaxisdenotestimeandverticalaxisdenotestheforwardrelationship.
OnecaneasilyfindoutL'smicroblogwasforwardmostdenselywithinthefirst2hours.
Thepiecesatthethirdlevelwereforwardedmostclosely.
AsseeninFig.
3,eachfocusofcirclesistheimportantnodeinL'smicroblogtransmission,andthesurroundingcirclesaretheforwardsofthenode.
Thelinesthatlinkthecirclesaccountfortheforwardrelationsinbetweentheimportantnodes.
Withthesampledata,therearemanynodesscatteringalloverthenetwork,nearlywithoutanyrelationamongoneandanother,andmostofthemdispersefromoneandanother.
Thereseemsnolinksinbetween,andyoucanhardlyseeanymechanism.
ApartfromF1,F2…F23whoformequilibriumnetpartthatnoneofthemisopinionleader.
Inaddition,therestsparedfromthenetwork.
ThesituationchangedgreatdealwhileL1startedto"bubble".
AMADIAISAS-503-Ononehand,thosenodesthatoncedispersedfromoneandanother,startedtoestablishsomekindoflinkswithL1.
Onanotherhand,thenetworkwiththeequilibriumpartybecamemorecomplicated;thereappearedmoreandmorelinksbetweenoneandanother.
While,atthesametime,therewerestillsomenodesscatterapartfromthenetwork.
Duetoselectionmethodofthedata,somelinksamongthewholenetworkismissing.
ItispossibleforthescatterednodestolookonL1andother"actiontakers"throughanothergroupofthe"actiontakers"whowerenotselectedassampledata.
Furthermore,those"actiontakers"whoforwardedthenewsfromL1mightbeatrandom,forexample,theyforwardedthenewsfromL1whilesurfingonlinewithoutestablishinganylinkwithL1,oranylinkswiththisnetwork.
WhatismoreimportantistheappearanceofL1madethecompletelysocialnetworkmorecentralizedtowardsL1.
ThatistosayL1becamethecentreliaisonthatlinkoneandanotherinthenetwork,andhedominatedthenetwork.
Soheisthe"opinionleader"whoplaysextremelyimportantpart.
Infact,thispieceofMicroblogforproduct'X'dosehaveawidelyspread,thus,itmightresultinapositiveeffect.
5ConclusionsBasedontheAISASmodel,thispaperbuildsthemicroblogmarketingmodel.
BytakingSinaWeiboasacasestudy,thispaperexaminessocialmediamarketingconsumerbehaviorsundertheAISAS,aimingtofurtherenrichandextendthedevelopmentandapplicationoftheAISASmodel.
Particularly,fromtheperspectiveofopinionleaders,thispaperanalyzestheinformationsharinganddiffusionofMicroblogmarketing.
Thewholeprocessofconsumerbehaviorsfromtheinitialattention,growinginterest,tothepurchasingdesire,lingeringmemoryandthefinalpurchasingactioncanbemanipulatedbythetraditionalmarketingmethods.
However,thereconstructedAISASmodelbasedonthemarketcharacteristicsinthenetworkera,furthertakesintoconsiderationtheconsumersinformationsearching,aftertheinitialattentionandgrowinginterestaswellastheinformationsharingafterthepurchasingactionastwomostimportantelementscloselyconnectedwithconsumerInternetapplication(includingPCandmobile).
①Attention:BysurfingtheInternet,consumershaveaccesstotheinformationofgoodsorservices,andbydisplayingtheuniquefunctionofonegoods/services,companiescanattractsattentionofbothpotentialandcommonconsumers.
Fig.
2Thesail-shapedgraphofthesupposedopinionleader,LFig.
3Thecircle-shapedgraphofthesupposedopinionleader,L-504-②Interest:Onthepremiseofhavingattractedcertainattention,theMicroblogmarketinginformationexposuretocommonusersstopsherewhiletherealpotentialconsumers'interestwillbearoused.
Thebrandmarketingprocessbeginswiththeconsumers'needtounderstandtheproductinformationbasedonthepreviousexposure.
③Search:Duetothegrowinginterestintheproductorbrandinformation,potentialconsumersmaybegintogathermorerelatedinformation,duringwhichtheInternetSearchenginecouldbetheidealchoiceforthem.
Throughtheinformationsearching,theycouldproceedfurtherinthebrandmarketingprocess.
④Action:ThroughMicroblog,consumersareinvolvedintheinteractionofmarketingactivitiesandmanagedtoknowcomprehensiveinformationaboutthecompanies,products,andservices,andcanmaketransversecomparisonbetweenrelatedinformation.
Onsuchbasis,theconsumercanmakeconsultationsviatelephoneorInternetorexecutetradingactionssuchasonlineortraditionaltransactions.
⑤Share:Theconsumer-orientedmarketingwaysbroughtbyWeb2.
0guaranteeconsumersanactiveaccesstoinformationthroughMicroblogandmakethemthesubjecttoreleaseinformationandshareinformationwithmoreconsumers.
ConsumersarelikelytohaveauniqueconsumptionexperiencesineveryelementofAISASbehaviorpatterns.
Therefore,thesharinganddiffusionofconsumers'consumingexperiencescanbefulfilledinthesharingsession.
Opinionleaders,partiesconcernedandfansaresocialactorsinthecomplexMicrobloginterpersonalnetworks.
TheirconnectionisanimportantpathandthebasicmechanismforinformationsharinganddiffusionofMicroblogmarketing.
Researchesshowthatinthewakeoftheopinionleaders'emergence,thesocialnetworkbeginstotakeonaperplexingnetworkassociationwithalargenumberofnodeslikeloosesand.
Ontheonehand,the"scatterplot"originallyoutsidethenetworkhasestablishedcertainconnectionswiththeopinionleaders.
Ontheotherhand,opinionleadersalsomaketheoriginallybalancedlocalizednetworkmorecomplicated.
Besides,thesocialnetworkhasremarkablybecomemoreorganic.
AISASisprovedtobeagoodmodeltoanalyzetheenterprisesmicrobloggingmarketing.
Thisresearchpapersystematicallyanalyzesconsumerbehaviorundermicrobloggingmarketingbyusingacombinationofsubjectivemeasurementandobjectiveevaluation.
Butduetousingcross-sectionaldata,theresearchforthecharacteristicsandlawsofchronicandperiodicityofenterprisemicrobloggingmarketingisinadequate.
Ifusingtimeseriesdatatodolong-termfollow-upresearch,newlawsofAISASmodel,especiallytheconsumer'sbehaviorafterinformationsharinganddiffusion,maybefoundafteracycleofrepeat,whichisofgreatsignificanceforbothacademicresearchandbusinesspractice.
Itcanbefoundthroughliteratureanalysis,mostoftheexistingacademicresearchisfocusonrevealingthenatureofmicroblognetworkstructure,andislackofin-depthcasestudies.
AlthoughthispapergainedvaluableempiricalresearchfindingsbasedonAISASmodel,butitisslightlyweakinhowenterprisesusemicroblogtomarketing.
Ifarepresentativecompanycouldbeusedasasupplementarystudysampleinfollow-upstudy,andcorroboratewithnormativeanalysisandempiricaltesting,itwillhelptoidentifythedeeplawsinenterprisemicrobloggingmarketing,andtoenhanceresearchconvincingaswell.
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