In the Web2.0 Era, Social Media Marketing Brings Business Opportunities to Enterprises

In the web2.0 era, more and more companies use social media as a marketing tool. Based on the use of social media such as Facebook and YouTube, enter-prise’s propaganda has become global and more widespread. What’s more, SME (small and medium-sized enterprises) which is not able to carry out large-scale publicity will also gain the capacity to use social platform to ex-tend the number of audiences, bringing more opportunities for the enterprise development.

Facebook, a leading social media platform, has more than a billion active users (Facebook Newsroom, 2017) [1]. Thus, network marketing has shifted from traditional media to social media; e-commerce occupies a more and more important position in economic activities with the continuous development of web 2.0 technology and the widespread application; social media gradually become a place where consumers can easily share their shopping experience and lessons after shopping, and persuade others by sharing useful information to realize their self-worth. Nowadays, digitalization has been gradually integrated into our life. The boom in e-commerce has led many companies and traditional stores to start online business development and digital marketing to meet the needs of the new era. Under the influence of digitalization, the traditional mode of influence between consumers and enterprises has been reshaped. Digitalization, especially social media, is believed to change consumer behavior (Kaplan and Haenlein, 2010) [2]. More and more consumers spend time online and start to use social media (Forrester Research, 2008;Nielsen, 2012) [3]. Different from traditional ways, individuals today can use YouTube, Facebook, Twitter and so on, to connect together. There is no doubt that, by using platforms, people are able to show themselves easily. In addition, it is worth mentioning that in the traditional way, small and medium-sized enterprises (SMEs) that do not have sufficient funds and resources for promotion can now use these social media to have a brand new way to show themselves and achieve an unexpectedly better display effect. It should be noted that digital channels play a very important role for brands and SMEs should fully exploit the potential of using new digital tools. As an important part of the world economy, the importance of SMEs cannot be ignored. In addition, it is not difficult to find that digital marketing and social media provide new opportunities for SMEs to attract customers. Generally speaking, the marketing of SMEs is characterized by unorganized and unplanned.
With the injection of the new generation of young people with more professional management education, the formal marketing planning of SMEs will undoubtedly increase. Digital marketing is a new marketing strategy, and it makes the original traditional marketing under the impact. It can be divided into one-way digital media and two-way digital media. Traditional advertising is a one-way digital media, while email is a two-way digital media because the response of customers can be accepted and responded by enterprises. The rise of social media, there is no doubt that the relationship between the customers and the market has changed, this is because the power has been shifting from the marketing

Stimuli-Organism-Response
According to the Stimuli-Organism-Response theory, environmental factors can also be seen as a kind of stimulus information, and it will affect the individual cognitive and emotional, thus further influence individual behavior Mehrabian (1974) [11], and other stimulus is defined as the influence factors of individual will evoke emotion. Under the background of electronic commerce, stimulus can be embodied in website design, such as word of mouth communication refers to the individual body internal state, including the cognitive and emotional system, such as individual perception, physical, emotional, psychological activities and so on. Feedback embodied in individual reactions include attitudes and behavioral responses, such as buying behavior, online communication behavior, adoption behavior on the basis of the theoretical framework S-O-R, will stimulate information is defined as e-commerce sites and social media sites of two kinds of different factors (namely the relationship between strength and number of social cues) body defined by word of mouth the receiver response to the perceived credibility of word of mouth information refers to the word of mouth the recipient after considering the word-of-mouth information on product purchase intention

Fine Processing Possibility Theory
Elaboration Likelihood Model, ELM is a widely used dual process theory, it explains the attitude change is composed of two the effort degree caused by the different information processing. According to this theory, the dissemination and acceptance of information are two ways to achieve the purpose of persuasion; Path 1 is the central route, which is mainly used by individuals to carry out detailed and logical careful thinking on the subject information, thus leading to the change of attitude. Path is peripheral path (peripheral route), mainly through individual peripheral information to realize the change of attitude of information to the individual's choice of path mainly depends on the individual level of refinement (elaboration) fine degree refers to the individual through the center path of information processing ability and motivation, namely when individuals have an incentive and have the ability to process information, tend to choose more cognitive effort is needed at the center of the path.
When people have the ability to process information, and have a strong desire to deal with, they will choose the center path requiring effort. And what businesses need to do is to let the audience have the motivation. Audiences' capacity is a subjective factor, merchants can't change, but as long as the use of social media strategy, can well solve the problem of motivation, this is undoubtedly an important means of marketing. However, when individuals lack motivation or the ability to process information, will tend to peripheral path in the face of different brands and judgment word-of-mouth credibility in the different reputation platform choice of path is not the same.

The Development of E-Commerce Reputation
With Through these comments, consumers and merchants can gain a lot of convenience. It not only enables consumers to get purchase suggestions, but also enables merchants to get real and effective feedback. By virtue of this, products can be optimized to better obtain more customers. In this way, the reputation of e-commerce gradually moves towards the mainstream. It can be predicted that in the current era of high-speed Internet development, the reputation of e-commerce will continue to develop and improve and bring new vitality to marketing.

Statistical Analysis
YouTube These videos are not the same, but they have the same topic. They have connections between each other. It is not hard to see that Swarovski hopes to attract more people's attention through the number and frequency of its video posts on YouTube. But in fact, Swarovski's strategy did not work out as expected, having 48,910 subscribers, nearly 20,000 fewer than Pandora. However, compared with Swarovski, Pandora has much more followers. How can this happen? The research on Swarovski's posting finds that Swarovski tends to post the same video many times or it usually posts the same series videos.

Y. Fang
These videos are not the same, but they have the same topic. They have connections between each other.
It is not hard to see that Swarovski hopes to attract more people's attention through the number and frequency of its video posts on YouTube. But in fact, Swarovski's strategy did not work out as expected, having 48,910 subscribers, nearly 20,000 fewer than Pandora.

Conclusions
Result revealed that not only desire was needed, self-brand congruity and self-referencing are also exerted significant effect on audiences' purchase intention. The results are supported by the theoretical concepts of self-brand congru- Therefore, the vividness of the images in the video and its content create a mutually beneficial symbiotic relationship. The interaction between image and content produces stronger emotions that attract more attention and may have more lasting effects. For the hyperlink of the video, the user will regard it as a hint, reflecting the interactive consciousness of the source. Sharing similar content through hyperlinks further improves interaction with users. The same can be said of Facebook, where a post with a graphic photo is undoubtedly more Y. Fang eye-catching, and companies can do more research to reach more potential customers. It is worth noting that excessive hyperlinks may make users reluctant to share and become a burden. Marketers should master the skills to make marketing appropriate. For instance, they put links, images and other content in the path of people who want to see it. In this way, a lot more people are attracted, and then they become potential audiences.
Companies need to know readers' motivation to find methods to make them full of passion about products. Luckily with today's social media, a company can easily find its motivated audiences. For example, on Facebook, if readers leave comments, give a like, or share ads with others, these behaviors can be an important indicator to show their motivation. The motivation of audiences is really powerful. It makes all the difference if they want to see companies adding or they don't. If they are motivated, all companies have to do is to find a way to put hot triggers in their path.
And on YouTube, links can be hot triggers to influence YouTube users. If people are watching a video that they find quite interesting, at this time links about the similar and related videos are added in the videos. In this case, there is a high probability that audiences will choose to click on the link to get more interesting information they want to know. Hot triggers give these recipients of network information more control. These triggers are effective, and with these links, audiences would watch much more related videos, increasing video views, making videos and video makers much more popular.

Conflicts of Interest
The author declares no conflicts of interest regarding the publication of this paper.