With the development of communication technology, mobile social network and other cutting-edge new media have become a new marketing tool for enterprises. The effect of mobile social marketing is obvious to all, but the influence factors and action path of mobile social network marketing remains to be further researched.
After reviewing the literature, 17 factors influencing the application of mobile social network by companies in four aspects including leadership strategies, brand management, customer relationship, resources and ability are proposed. Based on the surveys on 103 companies in Qingdao, factor analysis and multiple stepwise regression analysis are applied to conduct the empirical research on factors affecting the mobile social network in the improvement on companies' marketing effect.
The results show that the brand management factor is the most influential factor to the marketing effect. Application mode, customer relationship, leadership strategies have a significant positive correlation with mobile social network marketing effect. The input of recourses and technology also plays an important role. The conclusion is more comprehensive to reflect the influence factors and mechanism of the enterprise marketing in the mobile social network environment, which has great reference value for the enterprise to implement the mobile social network marketing.
CHE Cheng, QI Xiao-lin, MA Wan-qi, SHAO Dong-yan
. Empirical Study of Influential Elements of Mobile Social Marketing[J]. Chinese Journal of Management Science, 2017
, 25(5)
: 145
-149
.
DOI: 10.16381/j.cnki.issn1003-207x.2017.05.017
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