Research On Microblogging Marketing Effectiveness Influence Factors And The Measurement

As a new social media, Microblogging’s uniqueness has quickly attracted a large number of users. It has become a social media form with the maximum utilization growth rate in recent years. Then, more and more enterprises choose microblogging marketing as a new marketing manner.In this paper, based on the existing research results, we believe that there are three main microblogging marketing influence factors:the average number of daily microbloggings, the number of fans, and the average number of forwarding amount. Then, we established a multiple linear regression model. Based on some theories, this paper innovatively divides the enterprise microblogging content into two types:instrumental microblogging and emotional microblogging. We believe these two different types of enterprise microblogging may have impact on the number of fans and average forwarding amount, and further established two linear regression models. We chose the Sina microblogging as data sources, and collected22enterprise microblogging’s relevant data. Finally, we used the SPSS16.0to make the regression analysis and discussed the results.The results indicate that:(1) the number of fans and the average forwarding amount have a significant positive impact on the microblogging marketing effectiveness; while the average number of daily microbloggings have a insignificant impact. It indicated that enterprise microblogging release frequency should be moderate, and high frequency may not achieve high results.(2) Instrumental microbloggings have significant positive effect both on the number of fans and the average forwarding amount, and EM almost has no effect on the two. Companies can launch promotions to attract fans and increase the number of fans, so that the enterprise’s information spreads more widely. And finally improve the microblogging marketing effectiveness.