| By the end of June 2013,there are almost 331 million people have a microblog account in China.So,Weibo users have already formed a huge consumer groups and the microblog media is becoming an important channels for some enterprises contacting and interacting with their targer coutomers.More and more companies are trying to explore a more competitive marketing mode to win the target consumers,thus the research on microblog marketing is also becoming popular.So far,the main researches about microblog marketing focuses on its marketing strategies,some scholars also made some study on the influential factors of consumers' participation in the microblog marketing.However,we have some deficiency of studying microblogs'content,which plays an important role in microblog marketing.Therefore,it is of great significance for us to mak a study on the content characteristics enterprise'microblogging and its effect on user reactive behaviour.We reviewed the relevant research results firstly,both at home and abroad,then to summarize the research status of microbolg and its marketing strategies.The third chapter of this paper consists of the research model and main hypothesis.Basing on the analysis abd reference of 'Stimulus-Response' model and 'Hypothesis of Selective Exposure' theory,we build up the research model and propose the corresponding research questions and hypothesis.The fourth chapter coocerns concerns about data collection scheme and the design of the detailed content encoding method.Then,we test the coder reliability and it showed good reliability.Chapter 5 is for the analysis of data and the test of reaserch hypothesis.By using SPSS 18.0 statistical software,we have made the descriptive analysis,correlation analysis and regression analysis on the data collected.At last part,we discussed on the results of data analysis and thus to propose some effective countermeasures on microblogging marketing for the enterprises.The main conclusions and managerial suggestions depicted as follows:'Activity with Award','Fun things&pictures'and 'Emotional Communication&Greetings'make up the most popular three contet types of large comments and retweets among weibo users;On time interval of 06:00?08:00,12:00?14:00and 22:00?24:00,the amount of comments&retweets on average are significantly higher than other periods;the amount of inserted pictures user has a positive correlation wirh comments&retweeting amout and weibo comments also have positive correlation with retweets amount.In addition,the amount of @ symbol,using '##' topic tags or not and the application of emoticons symbol have no significant effect on users' retweeting or commenting behavior.Embed the URL link or not,embedded video or not also have no significant effect on users' behavior.The paper also make some related managerial suggestions as follows:The design of microblog content should be based on its target users' demand;Microblog content must be clear and concise,illustrated with pictures if possible;Capturing the right time interval for issuing tweets,updateing and maintaining a long-term interaction with fans;Pay some attention to the innovation of microblog marketing model and try to find the right one for different enterprise. |
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