An Empirical Study on the Relationship Between Publishing Contents and Marketing Effect of Movie Official Microblog

Now Promotion through the microblog platform is a major marketing method for domestic movies. Based on the official microblog contents published on the Sina microblog platform from January 1, 2019 to March 5, 2019, the paper analyzes the types of official microblog contents and the spread effect of different types of microblog. The research shows that the contents published by the official microblog of the movie can be divided into eight types. In terms of marketing effect, the microblogging effect on movie word-of-mouth is significantly different from other types of microblogs, that is, the official microblog’s publishing the results of the box office or positive word of mouth will significantly promote the interaction and participation of fans.