Study of the Influence of Social Media Using Motivation on Brand Online Advertising Marketing Effect

Jiahui Gao

doi:10.54691/bcpbm.v21i.1289

Authors

Jiahui Gao

DOI:

https://doi.org/10.54691/bcpbm.v21i.1289

Keywords:

Social media, Online advertising marketing, Using motivation, Brand attitude, Purchase intention

Abstract

Based on the analysis of motivation, advertising marketing and other related theories, this paper, according to the theory of Uses and Gratifications, taking Sina Weibo as an example, constructs a model of the influence of users' social media using motivation on brand online advertising marketing, and makes an empirical study by constructing structural equation model and doing regression analysis based on the questionnaire survey data. It is found that different users have different motivations for using Sina Weibo, among which users' leisure motivation has a significant positive impact on brand attitude, and it has a positive effect on users' purchase intention of products and services presented in different types of advertisements when brand attitude serves as an intermediary. This study provides the theoretical basis and practical reference for the brand to conduct online advertising marketing and for the social media platforms to optimize their advertising business.

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