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Dentsu, “AISAS reconstructs the model of consumer’s behavior in network era,” Modern Advertisement, vol. 89, pp. 23-24, Feb. 2007 (In Chinese).

has been cited by the following article:

Article

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

1School of Sichuan University, Chengdu, China


Journal of Business and Management Sciences. 2019, Vol. 7 No. 2, 59-63
DOI: 10.12691/jbms-7-2-1
Copyright © 2019 Science and Education Publishing

Cite this paper:
Siyi Wang, 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.

Correspondence to: Siyi  Wang, School of Sichuan University, Chengdu, China. Email: wsy17978@163.com

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.

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