关键词: 社会化媒体营销, 用户行为, 女装品牌, 网络整合营销

Abstract:

For the problem of how women' s fashion brands catch the attention of the target consumer groups and attract consumers to participate in, four domestic women's fashion brands were selected as sample brands, and marketing messages were sorted out based on the current situation of the social media marketing of domestic women' s fashion brands. On the basis of theoretical research and market research results, a framework of questionnaire research was set up and research hypotheses were put forward. A questionnaire survey was conducted with users' preference measured by users' direct behaviors in social media. The differences in clothes purchase and social media usage among people of different ages, occupations, education and income can be found by the data analysis, and the social media involvement has no positive influence on the appreciation of marketing content. It is verified by the structural equation model that interesting content, interest-related content, interactive content and personalized content have positive influences on consumers’ activities in social media such as concerning, agreeing, commenting and sharing.

Key words: social media marketing, user preference, women's fashion brand, network integrated marketing