| People’s life is being shaped continually by Modern technology. Internet, a representative of new media, has been changing everyone’s life unknowingly. Through internet, people make fortune, develop friendships and exchange thoughts. It enables people to overcome barriers of time and space. It makes smaller the gap between countries and individuals. With the advent of Web2.0, new forms of media spring up. Microblog, a brand new form, is influential in an unprecedented way.Microblog is believed to be a We Media which involves every individual. Users show their opinions with less than140words using computers or phones messages regardless of time and space. That it spreads information immediately, influences widely and enables people to utilize their time pockets are its overwhelming characteristics.An increasing number of enterprises have opened their official Microblogs due to its prevalence. They are used for promotions, development of long term relations with costumers and for getting customers’comments on products and services. The investigation on enterprises’Microblogs shows, majority of these enterprises are well-known and their Microblogs have various features due to their industrial differences.This article probes into the interactions between enterprises and customers from empirical angle. The core of the article is to study the relations between Microblogs’interpersonal, content interaction and the different dimensions of brand personality. It also studies the influences of these dimensions on brand attitude.This article chooses Microblog as its study object for two reasons:on one hand, Microblog is a heat topic in the field. The socialized interactive marketing brought about by this platform is unique and deserves further study; on the other hand, the personification of Microblog directs customers to take it as a person or a friend thus making it a proper pointcut to study the interactions on Microblog for brand personality. Based on this and aiming to answer the core problems mentioned earlier, the article researches into several aspects:(1)How the interactions on Microblog influence brand personality;(2) Compared with other circumstances, the dimensions of brand personality on Microblog are different or not;(3) What the influences are on the dimensions from different interactive styles;(4) On this platform, how the different dimensions of brand personality influence customers brand attitude.To analyze Microblog interactions’influences on brand personality and attitude, this article uses a combination of theoretic and empirical analysis. It based mainly on quantitative analysis and is supplemented by qualitative analysis to do a empirical theory-driven study. The main research method includes documentary study, questionnaire survey and statistic analysis to be accurate and scientific. Documentary study is to collect and read through related domestic and oversea documents to study the status quo of Microblog marketing. Collecting materials of both Microblog and brand and filtering them according to the subject of this article, provide theoretical support to its research plan, logical analysis and empirical study. Questionnaire survey, based on this article’s research hypothesis and model, seeks for mature scale of related variables, thus by extracting corresponding questions to come up with a measurement scale specialized for this article. After the original questionnaire was designed, it was released on internet for feedbacks. After adjustment and modification, the final version is published on investigation website. Respondents are found through enterprise Microblog. Effective samples are achieved. For statistic analysis, SPSS17.0is utilized to analyze the data collected. Analytical methods include data-descriptive analysis, reliability analysis, validity analysis, correlation analysis and regression analysis.The literature review of this article goes through documentary regarding Microblog and brand personality. Documents on Microblog include its features, its communication studies and its marketing research. This article is based on these unique features. Documents on brand personality include:the related research on its personality, its attitude and the relations between the two. In the end, it sorts out other relative studies on Microblog and summarizes the researches about its personification and interaction which are the pointcut of this article. Theoretic foundation was thus provided. Based on former studies regarding our core questions, a number of hypothesis are list below:H1a:Content interaction has positive influences on sincerity of brand personalityH1b:Content interaction has positive influences on ruggedness of brand personalityH1c:Content interaction has positive influences on excitement of brand personalityH1d:Content interaction has positive influences on competence of brand personalityH1e:Content interaction has positive influences on sophistication of brand personalityH2a:Interpersonal interaction has positive influences on sincerity of brand personalityH2b:Interpersonal interaction has positive influences on ruggediness of brand personalityH2c:Interpersonal interaction has positive influences on excitement of brand personalityH2d:Interpersonal interaction has positive influences on competence of brand personalityH2e:Interpersonal interaction has positive influences on sophistication of brand personalityH3a:Sincerity of brand personality has positive influences on brand attitudeH3b:Ruggediness of brand personality has positive influences on brand attitudeH3c:Excitement of brand personality has positive influences on brand attitudeH3d:Competence of brand personality has positive influences on brand attitudeH3e:Sophistication of brand personality has positive influences on brand attitudeEmpirical research shows:firstly, the five dimensions of brand personality still exist in Microblog exemplifying sincerity, ruggedness, excitement, competence and sophistication. Secondly, content interaction and interpersonal interaction of Microblog impose great positive influences on four dimensions to various extents. Moreover, according to their influences on brand personality, content interaction has greater effects on sincerity, ruggedness, competence while interpersonal interaction affects the remaining two dimensions more. Lastly, the four dimensions of brand personality have positive effects on brand attitude, in order of the most influential to the least:competence, sophistication, excitement and sincerity.This article’s usage of brand personality to study Microblog interactive marketing represents theoretical and empirical significance. Its theoretical significance lies in:firstly, this is a deeper investigation into the value of Microblog interactive marketing. It not only explores content interaction and interpersonal interaction in depth, but also researches into brand personality under Microblog circumstance. Secondly, it makes effort to establish the dimensions of brand personality in the context of Microblog thus providing a thought of studying personality of enterprise’s Microblog. Thirdly, it expresses the relations of brand personality and customer brand attitude, the degrees of influences the former imposing on the latter. This article has empirical importance as well:firstly, when an enterprise plans about interactive marketing on Microblog, its effectiveness can be improved by choosing the right strategy according to the different influences of content and interpersonal interactions. Secondly, enterprises should base on their brand positioning and operation target to build effective enterprises’images and to improve pertinence of their brand management. |
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