Study On Brand Microblog Success, Brand Knowledge Sharing With Consumers’ Purchasing Intention

The emergence of microblog has greatly changed people’s life, not only does microblog influence people’s consuming psychology and behavior, but also places great effects on enterprises’ business operation style. This thesis discusses the relationship among brand microblog success, brand knowledge sharing, and purchase intention from consumers’ perspective, and also analysis of the role of trust in them. At the same time, it defines the key measures of brand microblog success. Based on massive relative literatures reading, theory construction and logical derivation, this thesis put forward research framework and hypotheses, and defines every construct and its scale. It proves and testifies the framework and hypotheses via questionnaire survey. And then put some suggestions for enterprise to manage brand microblog.According to the research result, brand microblog success places positive effects on consumers’ brand knowledge sharing, and through brand knowledge sharing influences purchase intention indirectly. And it can also influence purchase intention directly. In the case of trust involved, it plays as a partial mediation effect role. What’s more, the key measures of brand microblog success refer to its content, updated frequency, online interactivity and brand popularity. Based upon the result, enterprise should focus on marketing measure of brand microblog, enrich its content, keep proper updated frequency, strengthen its contact with consumers, improve brand popularity and lead the consumers to share theirs brand knowledge actively.