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

Siyi Wang^1, and Jie Long¹

¹School of Sichuan University, Chengdu, China

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

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