Abstract:

Now everywhere can see consumers to the brand information in social media comments, forwarding, and creative content associated with the brand of behavior, such behavior has had the enormous influence to brand communication, it is more effective compared with the traditional brand dissemination way. So consumer generated in the social media advertising behavior influenced by what factors, these factors between the internal logic relations? This research adopts the purposive sampling way, choose active in social media (weibo, WeChat, beauty) in consumer depth interview, based on the theory of grounded theory and the principle of saturation final interview 26 target consumers; And then to grounded theory open coding analysis of initial interview material and research got 36 initial concepts and 11 categories, according to the causation and slave mode through axial coding formed the four main categories; Finally through the way of selective coding and "story line", "EESMA influence factor model" is constructed, EESMA influence factor model, according to the environment, experience, stimulation and motivation are the four key influencing factors of consumer generated advertising behavior, the influence of the complicated path between them.