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随着社会化媒体的迅速发展,微博凭借信息数字少、覆盖范围广、信息实时更新等特点,赢得了大批网民的青睐。由于名人明星、网红及媒体内容生态的建立,微博的用户使用率也大幅上升。本文通过对微博营销中的名人效应案例进行深入分析,探究出微博营销中名人效应成功运用的因素。
With the rapid development of social media, Weibo has won the favor of a large number of Internet users due to its small number of information, wide coverage and real-time information updates. Due to the celebrity star, reticulation and the establishment of the media content ecosystem, weibo user usage has also risen sharply. In this paper, through an in-depth analysis of the celebrity effect cases in Weibo marketing, we explore the factors that make the successful use of celebrity effect in Weibo marketing.