eng Science and Education Publishing Journal of Business and Management Sciences 2333-4533 2019-04-06 7 2 59 63 10.12691/jbms-7-2-1 JBMS2019721 article Siyi Wang wsy17978@163.com 1 Jie Long 1 School of Sichuan University, Chengdu, China 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. http://pubs.sciepub.com/jbms/7/2/1/jbms-7-2-1.pdf movie marketing AISAS model microblog interaction number marketing effect