ABSTRACT
This research explores the social media public opinion war between NetEase and Activision Blizzard and between the end of 2022 and early 2023. The purpose of this research is to research whether traffic is the focus of marketing in today's social media marketing, why Blizzard and NetEase choose to play public opinion games on social media platforms, and how these strategies affect consumer attitudes. At the same time, it summarizes whether the decision made by NetEase in view of the market environment at that time can be copied by other enterprises. In order to achieve this goal, the research adopts the case analysis method. The research shows that for Internet companies, it is important to respond to social media news in a timely manner, maintain corporate reputation and put consumers' interests in digital marketing communication. The research concludes, highlighting the importance of companies taking a strategic approach to social media management, especially when it comes to conflicts with partners or competitors. Social media can be a powerful tool for companies to interact with customers and shape public opinion, but it can also damage a company's reputation if mishandled. The results of this research can be used to develop guidelines and policies to promote more effective use of social media by Internet companies to maintain consumer trust in their businesses. It also emphasizes that the most effective way for cooperative or competitive companies to resolve conflicts is not to use social media platforms to engage in public opinion wars.
