Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Market management

Reasearch on Micro-blogging Marketing and Its Effects to Purchase Decision

Author YangGuang
Tutor LiGuoFeng
School Harbin Institute of Technology
Course Business management
Keywords micro-blogging marketing brand image purchase decision
CLC F713.56
Type Master's thesis
Year 2012
Downloads 230
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Micro-blogging Marketing is well predicted as the impeller of the marketingmodel of the new generation. Companies fight for the focus of the consumer, trying totake the micro-blog as the tool for consumer communication. Lacking of empiricalresearch and limited by the qualitative primary study of micro-blogging marketing,especially deficient influence of the business and consumer’s behavior, this paperfocus on the specific impact on business and consumer’s behavior, providingpractical suggestions for business micro-blogging marketing.This paper systematicly classifies theoretical research of the micro-bloggingmarketing. Based on influencing factors of the brand image connotation and purchasedecision, this paper analyzes the influence principle between micro-bloggingmarketing and brand image connotation and purchase decision. With which combineswet marketing and consumer attitudinal behavior, the influence model is establishedto study the relation of micro-blogging marketing and consumer purchase decision.Fitting degree evaluation test is applied for the study model, with abundant datacollection and statistic analysis of SPSS16.0&AMOS7.0.According to the research result and confirmation of the interviewing method,five impact factors of the micro-blogging marketing are proposed, including maturity,content marketing, event marketing, humanize marketing and interactive marketing.Better perceiving of the micro-blogging marketing management approaches andchecking the applicability of the brand image and purchase decision, company canmake full use of the influence effect on dimensions of brand image and purchasedecision. Furthermore, through refining summary, the study contains development atthis stage and recommendation strategy. Making contributions to methods onmicro-blogging marketing for brand image and consumer behavior, this paper offerstheoretical and practical reference basis.

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