Microblog marketing: A case study at Sina Weibo

摘要

Microblog is a typical mode of socialized media and the product of Internet with its rapid development that has many impacts on human being's life in every respect. It has also aroused a number of changes in the marketing method and the studies in this field. This research based on an extensive review and comprehension of contemporary literature and a case study of China's Sina Weibo that adopts the AISAS model to investigate the consumer behavior mechanism of microblog marketing. The results and findings are encouraging: firstly, they show that the microbloggers' behavior fits the exact phases of AISAS model; secondly, the “Opinion Leader”, plays a crucial role in the communicative process of information at the stage of “share”. The latter indicates that microblog marketing may cause more possibilities of products attraction to the potential consumers than the traditional modes and approaches of media marketing. Therefore, it provides enlightenments for enterprises to adjust their marketing strategies, tactics as well as online technology.