Journal of Business and Management Sciences
ISSN (Print): 2333-4495 ISSN (Online): 2333-4533 Website: Editor-in-chief: Heap-Yih Chong
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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


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.

movie marketing AISAS model microblog interaction number marketing effect

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