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

Copyright

This 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/

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