“互联网+电影”生态下微信公众号营销的参与意愿影响因素研究
Research on Factors Influencing the Intention of WeChat Official Account Marketing Under the environment of“Internet+Movie”
Abstract
随着微信在影视营销中角色地位重要性的提升,微信公众号也成为了电影营销抢占的高地。面临着电影票房激烈的争夺战,行业内的影视营销策划工作者如何精准利用微信公众号进行物料和内容策划推广,如何产出正确的能够精准触达受众、实现购票导流的内容,已经成为行业内工作者关注的焦点。 本研究从受众角度出发,以使用和满足理论作为选题出发点,结合技术接受模型和创新扩散理论,通过文献梳理和查询,尝试搭建出电影微信公众号营销的受众参与意愿影响因素的研究模型。笔者针对电影营销投放在微信公众号上的一些广告信息,结合已有的成熟的影响广告态度的模型,加入了自我品牌一致性这个新因子,并制定问卷进行发放和数据收集。随后,笔者通过S... As WeChat improves the importance of its role and status in film and television,WeChat Official Account is also a high position to climb for those people in film marketing. Facing the fierce battle at the box office, it has become the central issue on how planners in film and television industry utilize WeChat public numbers accurately, promoting materials and content development and then how to p...