Journal of Marketing Management

Studying the Live Broadcasting Promotion Mechanism of Social Application Based on the Brand Loyalty Theory
Chen Jian

Abstract
Purpose: Human society is entering the era of information economy, and social application has become a necessary part of people's life. Recently, the live broadcasting with goods has become a hot phenomenon and a fresh reach topic in China. Obviously, It is necessary and valuable to build a live promotion effect model, clarify the relationships among social application platform, anchor and fans, analysis the marketing mechanism of live broadcasting with goods, and support information industry development. Design/methodology/approach: The study builds the conceptual model and makes a questionnaire according to the previous marketing theories. The researcher got 245 qualified questionnaires by the social media users and completed the data analyses with SPSS and Smart-PLS. The direct and indirect effects between the factors are examined via structural equation modeling. Findings: The study completes a theoretical exploration on social application marketing. The data analyses shows that the live broadcasting promotion mechanism conceptual model is good fit, both anchor and social application affect fans behavior, word of mouth acts as an important mediator. Additionally, the study finds WeChat is the top social application brand and the amusement is the most popular function in China application market. Originality/value: On theoretical value, this study systematically builds the live broadcasting promotion mechanism model and explores the research branch of the social application marketing. On managerial implication, this study firstly discusses the history and situation of the social application industry and gives the marketing suggestions for the social media industry according to the empirical research results. Research limitations: This research focuses on Tik Tok users, and the future research needs to investigate more brands of multi video user, and make horizontal comparative analysis.

Full Text: PDF     DOI: 10.15640/jmm.v10n1a2