Research On The Influence Of Weibo Marketing To Customer Equity

The development of Web2.0brings with it all new kinds of social media, widelychanging people’s way of communicating. As a new platform, Weibo owns anever-increasing crowd of users, thus attracting thousands of enterprises. This newmeans of communication is popular due to its unique characteristics of timeliness,sociality, interactivity, and convenience that comes along, all together adding to itswide-spread influence. More and more enterprises are exploring ways to utilizeTwitter’s commercial value, ending in the introduction of Weibo marketing.The study starts with a survey among Sina enterprise users, and comes to theconclusion that these enterprises vary largely in industry background, and releaseweibo of quite different styles. Twitter here provides a place where enterprises canattract consumers with peculiar goods, services, or playful interactive events. Withgreat power of public praise, brands are more likely to be exposed to larger group ofpeople. However, no research has been conducted on practical effects of Weibomarketing.This paper discusses these effects from the view points of customer equity,together with their influence on business performance. With the analysis of three keydriving factors, a model is built to explain the influence Twitter Marketing has oncustomer equity. Data obtained through questionnaire are then disposed with SPSS,and structural equation model is verified with AMOS. The verification results indicatethat Weibo Marketing events have prominent impact on value equity, retention equityand brand equity. Among the three driving factors of customer equity, value equityand brand equity influence customers’ customer engagement remarkably, whichworks either way, while retention equity’s impact appears quite trivial. This studyprovides academic basis for Weibo’s application in enterprises’ market promotion andcustomers’ purchase-behavior prediction.