The Research On The Effect Of Enterprise’s Microblog On Audience’s Re-diffusion Intension And Brand Attitude

In the past three years, the development of China’s microblog is conspicuous, the number of users has been experienced an explosive growth, according to statistics, in June2012, web users in China has reached300million. In today’s "eyeball economy" era, a large number of microblog users means that abundant attention resources and potential business opportunities.Faced this kind of new media, however, due to lacking knowledge of weibo dissemination characteristics and enterprise microblog operations strategy, combined with the cultural differences, it is hard to transplanted foreign enterprise’s microblog marketing strategy to China, thus in spite of many Chinese companies are determined to develop official microblog, but cannot achieve substantive effect. So, it has great realistic significance to research the propagation characteristics of enterprise microblog.This paper mainly focus on these areas:firstly, through the content analysis method, based on previous researches, this paper classify the content of enterprise microblog, then test the users’dissemination willingness of different types of enterprise microblog, to find what kind of enterprise microblog has better communication effect. Secondly, research the impact of information sources on the forwarding Willingness of audience. Thirdly, this article also research the influence of microblog forward amount on the audience’s forward will, we divided microblog forward amount into high and low level according to actual amount of forwarding enterprise microblog to test group psychology in cyberspace. Finally, this paper also studies which factors can influence audience’s brand attitude mostly and the relationship between brand attitude and audience’s forward willingness.According to impression management theory, in the process of the spread of weibo, the interaction of content and interpersonal is trying to get audience impressed by the enterprise. In essence, the spread of the enterprise information through microblog is the process of the spread of enterprise brand image. Every microblog about enterprise is equal to the brand marketing of the enterprise. Also, every microblog is the spread of information, as well as diffusion of enterprise concept, image, and culture. On the process of forwarding the message by audience, the audience also forms a kind of attitude to the enterprise’s brand, it will influence whether choose to buy the brand’s product. Microblog forwarding is a form of interaction, according to a study by Liu Qinan, enterprise microblog interaction, including content interaction and interpersonal interaction will influence the consumer’s brand attitude toward buying.Research results are following:1, for different types of enterprise microblog, audiences tend to be more likely forward the non-enterprise related weibo. Therefore, the enterprise should pay attention to the coordination of these two kinds of weibo, because non-enterprise related weibo often will strengthen the relationship between the enterprise and the audience, and related enterprise microblog is beneficial to spread the image of the enterprise, which is helpful to improve the audience’s brand attitude.2, microblog forwarder’s (information source) impact on the willingness to spread is declining according to the order of large V, friends, entrprise official microblog,as a result, we can see that the main functions of the enterprise’s official microblog is to release the enterprise’s original information, while the widespread diffusion of information rely on the big V and audience friends.3, different quantity of microblog forwarding has no significant impact on audiences’ willingness to spread again.