Abstract
Nowadays microblog marketing has become a major marketing way for Chinese movies. On the basis of the AISAS theory model, a first-order autoregressive model between the interaction number and marketing effect of the movieâs official microblog is constructed. Research shows that during the movie microblog marketing activities, there is a certain initial marketing effect, and interacting with fans has a certain amplification effect on the marketing effect, but eventually the marketing effect naturally declines with time.
Highlights
With the popularity of mobile terminals and the development of social media, more and more movie teams use microblog, which is the largest social platform in China, for marketing communication because of its unique communication advantages
This study is based on the attention-interest-searchaction-share (AISAS) theory model, taking the movie The Wandering Earth as an example to do the empirical research, which was released in the Spring Festival in 2019
Taking the movie The Wandering Earth as an example, this study attempts to establish a first-order autoregressive model to explain the relationship between the official microblog interaction number and the marketing effect
Summary
With the popularity of mobile terminals and the development of social media, more and more movie teams use microblog, which is the largest social platform in China, for marketing communication because of its unique communication advantages. The current study on film marketing effect evaluation of microblog is not enough, nor is there a clearer marketing plan for movie teams. As a special cultural product, the marketing cycle of movies lasts generally only about two months. How to maximize the use of this marketing cycle to achieve the best marketing effect has become a concern of the film industry. This study is based on the attention-interest-searchaction-share (AISAS) theory model, taking the movie The Wandering Earth as an example to do the empirical research, which was released in the Spring Festival in 2019. Establish a quantitative model to measure the influence of movie’s official microblog interaction number on marketing effect, to study the effect and significance of the interaction between official microblog and fans on film marketing and communication, and propose corresponding management suggestions to the film team for the microblog marketing activities
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