Research on Weibo Marketing Strategies of Stars

DOI

10.2991/assehr.k.220504.248How to use a DOI?

Keywords

Weibo; Stars; Marketing Strategies; Social Media

Abstract

As a popular social media, Weibo naturally provides a convenient, fast and potential platform for marketing. Almost all stars have their own Weibo accounts and use their Weibo accounts to carry out marketing. Of course, Weibo marketing also needs appropriate strategies, such as marketing products need to be integrated with the characteristics of stars; when stars are marketing, they need to carry out positive publicity and maintain frequent interaction with their fans. Based on the analysis of practical cases, this paper studies the marketing strategy of stars’ Weibo, and summarizes that stars’ Weibo marketing needs to follow several strategies: stars and brands to “integrate into one and find commonalities”. For example, the aura of the brand is similar to that of the star, or the purpose of the brand is consistent with the characteristics of the star themselves; stars should not blindly engaged in marketing; they should grasp their own characteristics so as to make a breakthrough; they should guide the fans positively and advice their fans not to follow them blindly; they should speak with real data and be realistic.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Zidan Wang
PY  - 2022
DA  - 2022/06/01
TI  - Research on Weibo Marketing Strategies of Stars
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 1374
EP  - 1377
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.248
DO  - 10.2991/assehr.k.220504.248
ID  - Wang2022
ER  -