Research On Microblogging Marketing Effectiveness Influence Factors And The Measurement

Social media develops rapidly in this ear.As an effective social media marketing platform,microblog attracts an increasing number of users.At the same time,many enterprises are attracted to use microblog for marketing activities.However,issues such as what factors influence the microblogging marketing effect and how to measure microblogging marketing effect are needed to be resolved.The Influencing factors model of enterprise microblogging marketing is constructed on the basis of an evaluation model of social media marketing effect and some previous studies.Three elements,including microblog propagation force,recognition and fans,have been shown to decide the enterprise microblogging marketing effect.In addition,the contents of enterprise microblog are divided into information providing type,relationship building type and behavior guidance type and the resources of opinion leaders are added to explore the impact on effectiveness of enterprise microblogging marketing.Multiple regression models are established according to the above research.In this paper,Sina-Weibo has been selected as the empirical research object and a total of 4185 microblog data from 31 companies which are from industries of electronic commerce,cosmetic bathroom,and tourism.The data has been processed and regression analysis has been done by SPSS software.In the end,the results have been analyzed.The results indicate that:(1)Effectiveness of enterprise microblogging marketing can be evaluated systematically by three aspects which are microblog propagation force,recognition and fans.Comments can be a good representative of the microblog propagation force.Similarly,the number of like represents recognition and the number of fans represents scope of fans.(2)Opinion leaders can influence three variables which are comments,the number of like and the number of fans to influence the microblogging marketing effect.So,enterprises should attach importance to the key role of opinion leaders.On the basis of opinion leaders identified correctly,enterprise can communicate and cooperate actively with the opinion leaders by means of experiencing new products,giving free samples and other activities in order to improve enterprise microblog's popularity.(3)Different characteristics of the microblog contents will make different effect.In order to get the different marketing effect,enterprises need to release different microblog contents.The usage rate and the number of comments and likes are positively correlated in relationship building type of microblog.The usage rate and the number of likes are positively correlated inbehavior guidance type.The usage rate has no significant influence on all the intermediate variables in information providing type.Through the empirical analysis,this paper makes a detailed discussion on the influencing factors of enterprise microblogging marketing and the effect of measurement.On the basis of these discussions,it provides some practical suggestions for enterprise microblogging marketing,and looks forward to the possible research directions in the future.