Research on the Impact of Micro-Blog Marketing on Consumer Perceived Quality

DOI

10.2991/sschd-19.2019.35How to use a DOI?

Keywords

Consumer perceived quality, Brand image; Innovation of marketing methods; Participation of network community members.

Abstract

Micro-blog has set off an "Internet revolution" with its convenience, digitalization and strong interaction since 2010, which has changed the way of enterprise information dissemination. Nowadays, the user group of Micro-blog is more and more extensive, and more and more enterprises begin to carry out micro-blog marketing. How to make good use of this platform to promote sales is an important topic worthy of in-depth exploration. Based on the in-depth study of relevant literature at home and abroad, this paper takes empirical quantitative analysis as the research method to extract the influencing factors of consumer perceived quality under Micro-blog marketing, namely brand image, innovation of marketing methods, and participation of network community members. The results show that these three factors can positively affect the consumer perceived quality. Additionally, This paper puts forward some suggestions on micro-blog marketing for enterprises, such as shaping a good brand image, enhancing the innovation of micro-blog marketing methods, attracting the attention of potential consumers, improving the participation of members of the network community, and emphasizing the dissemination of product information among members of the network community, striving to play a useful practical reference value and guiding role for enterprises to implement micro-blog marketing strategy.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fei Xue
PY  - 2019/12
DA  - 2019/12
TI  - Research on the Impact of Micro-Blog Marketing on Consumer Perceived Quality
BT  - Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)
PB  - Atlantis Press
SP  - 93
EP  - 99
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-19.2019.35
DO  - 10.2991/sschd-19.2019.35
ID  - Xue2019/12
ER  -