网红微博营销策略对其广告微博的传播效果的影响研究

发布时间：2018-02-16 05:09

本文关键词： 网红微博营销广告微博传播效果微博文本分类　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着社交平台、视频直播平台的兴起,一大批“网红”开始涌现,并且开始出现了网红经济这一新的商业模式。拥有庞大粉丝群体的网红通过在新浪微博平台上发布广告微博,将自已的高人气和粉丝效应形成的流量引导至其他平台,从而将自已的人气进行变现,转化为商业价值以获取利益。本文旨在探讨网红的微博营销策略对其广告微博的传播效果的影响。在参考国内外文献的基础上,本文将网红的微博营销策略分为微博行为策略和广告微博的内容盈利策略,将网红的微博行为分为塑造形象、互动推广、广告盈利三类,而广告微博的内容盈利策略则包括信息形式的丰富程度、是否同时包括转发奖励等鼓励传播的行为这两种。同时,本文选取广告微博的转发量和转发深度作为广告微博传播效果的测量变量。本文收集了新浪微博上52个网红在2016年9月至10月期间发布的微博及转发数据,在对其进行文本预处理及运用支持向量机算法分类后,构建了多元回归模型,分析了网红的微博行为策略和广告微博的内容盈利策略对广告微博的传播效果的影响大小,得出以下结论:1)网红在两次广告微博之间发布的互动推广微博的比例对下次广告微博的传播效果(尤其是转发量)有促进作用;2)广告微博中的图片及转发奖励等行为对广告微博的传播效果也有积极影响,而广告微博中的链接则会引起粉丝的抵触从而减弱广告微博的传播效果;3)不同属性的网红在采取微博营销策略时对广告微博最终传播效果的影响不同。最后,本文就网红该如何采取微博营销策略来提高广告微博的传播效果给出了建议。
[Abstract]:In recent years, with the rise of social platforms and live video platforms, a large number of "Internet celebrities" have begun to emerge. And a new business model, the Internet Red economy, has begun to emerge. With a huge fan base, Internet Red directs traffic from its popularity and fan effect to other platforms by publishing an ad on the Sina Weibo platform, Weibo. The purpose of this paper is to explore the influence of Weibo's marketing strategy on the communication effect of its advertisement Weibo. In this paper, Weibo's marketing strategy is divided into Weibo's behavior strategy and the content profit strategy of advertising Weibo, and the online celebrity's Weibo's behavior is divided into three categories: creating image, interactive promotion and advertising profit. On the other hand, the advertising Weibo's content profit strategy includes the richness of the information form and whether it also includes two kinds of behaviors that encourage communication, such as forwarding incentives. At the same time, This paper selects the quantity and depth of advertising Weibo's forwarding as the measure variable of the effect of advertising Weibo's propagation. This paper collects the data of Weibo and its retweets released by 52 Internet celebrities from September 2016 to October. After preprocessing the text and classifying it with support vector machine (SVM) algorithm, the multivariate regression model is constructed, and the influence of Weibo's behavior strategy and the content profit strategy of the advertisement Weibo on the propagating effect of the advertisement Weibo is analyzed. Draw the following conclusion: 1) the proportion of the interaction between Weibo and Advertising Weibo to promote Weibo in the next advertisement (especially the quantity of retweeting) has a positive effect on the dissemination of the next advertisement Weibo) the picture and the retweeting reward in the advertisement Weibo and so on. Behavior also has a positive effect on the spread of the advertisement Weibo. On the other hand, the link in the advertisement Weibo will cause the fans to resist and thus weaken the communication effect of the advertisement Weibo. (3) the different attributes of Internet Red have different effects on the final communication effect of the advertisement Weibo when adopting the marketing strategy of Weibo. Finally, This paper gives some suggestions on how to use Weibo's marketing strategy to improve the communication effect of online celebrities.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G206;F713.8

【参考文献】