Research on Influencing Factors of Chinese Movie Microblog Marketing Effect Based on Multiple Linear Regression Model : ——Official Microblog of Ne Zha as an Example

Promoting through the microblog platform is already a major marketing strategy for Chinese movies. Taking the official microblog of Ne Zha as a case, this paper introduces dummy variables and establishes a multiple linear regression model to analyze the influence mechanism of various factors of microblog on marketing effect. The empirical result shows that the microblog form and the followers’ number have no significant effect on interacting number; while the originality, different text types and posting stages influence it significantly. Research shows that the film team should pay attention to relationship management with fans and formulate appropriate microblog marketing strategies.