Research Article
Research on the Influence of New Media Content Marketing on Consumer Interaction Intention Based on Regression Analysis Algorithm
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327602, author={Langping Zheng and Xiaochun Lai}, title={Research on the Influence of New Media Content Marketing on Consumer Interaction Intention Based on Regression Analysis Algorithm}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={new media content marketing interaction propensity algorithm analysis}, doi={10.4108/eai.9-12-2022.2327602} }- Langping Zheng
Xiaochun Lai
Year: 2023
Research on the Influence of New Media Content Marketing on Consumer Interaction Intention Based on Regression Analysis Algorithm
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327602
Abstract
New media content marketing is very important for operators to grasp and stimulate consumers' willingness to participate in interaction. Understanding it can not only better meet consumers' needs, but also help businesses get feedback and make decisions. This paper builds a model based on the S-O-R theory, uses SPSS21.0 software to analyze correlation algorithm and regression analysis algorithm, and draws the conclusion that consumers' willingness to participate largely depends on the type and quality of content, and puts forward relevant countermeasures and suggestions, namely, increasing the practicality, knowledge, pertinence, high quality and timeliness of content marketing, and enhancing the interest of content to form emotional communication with consumers, Focus on consumer value perception to form a relational community.