Empirical Study on the Marketing Strategy and Effect on the Platform of Social Media: Taking Tencent Microblog as Example

摘要

The paper took Tencent enterprise microblog platform as example, using experiment to discover what kind of microblog text can effectively influence users' attitudes and behaviors. It was found that advertising information can not significantly changed users' attitudes toward the brand, but non-advertising information can significantly change users' attitudes toward the company's microblog, and ultimately change their attitudes toward brand. Some suggestions for business marketing on microblog were also proposed.