Journal of Business and Management Sciences
ISSN (Print): 2333-4495 ISSN (Online): 2333-4533 Website: http://www.sciepub.com/journal/jbms Editor-in-chief: Heap-Yih Chong
Open Access
Journal Browser
Go
Journal of Business and Management Sciences. 2019, 7(2), 59-63
DOI: 10.12691/jbms-7-2-1
Open AccessArticle

An Empirical Study on the Relationship between Interaction Number and Marketing Effect of Movie Microblog

Siyi Wang1, and Jie Long1

1School of Sichuan University, Chengdu, China

Pub. Date: April 06, 2019

Cite this paper:
Siyi Wang and Jie Long. An Empirical Study on the Relationship between Interaction Number and Marketing Effect of Movie Microblog. Journal of Business and Management Sciences. 2019; 7(2):59-63. doi: 10.12691/jbms-7-2-1

Abstract

Nowadays microblog marketing has become a major marketing way for Chinese movies. On the basis of the AISAS theory model, a first-order autoregressive model between the interaction number and marketing effect of the movie’s official microblog is constructed. Research shows that during the movie microblog marketing activities, there is a certain initial marketing effect, and interacting with fans has a certain amplification effect on the marketing effect, but eventually the marketing effect naturally declines with time.

Keywords:
movie marketing AISAS model microblog interaction number marketing effect

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References:

[1]  Wang Rui, Jin Yongsheng. An Empirical Study on the Relationship between the Followers' Number and Influence of Microblogging[P]. E-Business and E-Government (ICEE), 2010 International Conference on, 2010.
 
[2]  Dentsu, “AISAS reconstructs the model of consumer’s behavior in network era,” Modern Advertisement, vol. 89, pp. 23-24, Feb. 2007 (In Chinese).
 
[3]  Jin Yongsheng, Wang Rui, Chen Xiangbing. Short-term Interactive Model of Enterprise Microblog Marketing Effect and Number of Followers [J]. Management Science, 2011, 24(04): 71-83.
 
[4]  Zeng Jianghong, Huang Xiangrong, Chen Ye. Research on Dynamic Marketing Effect of Crowdfunding Projects Based on AISAS Behavior Model [J]. Journal of central south university (social science edition), 2019, 25(01): 113-120.
 
[5]  Ge Weihua. Analysis of Micro-blog Communication Effect of Provincial TV Stations Based on AISAS Model [J]. Media, 2016(11): 89-91.
 
[6]  Fu Yi. Research on the Construction of Film Social Media Marketing Model Based on AISAS Model (ii)[J]. Chinese Film Market, 2018(12): 22-24.
 
[7]  Tirtha Dhar, Charles B. Weinberg. Measurement of interactions in non-linear marketing models: The effect of critics' ratings and consumer sentiment on movie demand[J]. International Journal of Research in Marketing, 2016, 33(2).
 
[8]  Elif Ulker-Demirel, Ayse Akyol, Gülhayat Gölbasi Simsek. Marketing and consumption of art products: the movie industry[J]. Arts and the Market, 2018, 8(1).