What Factors Affect Official Micro-blogging Influence-an Empirical Study Based on Data from Weibo.com
With several years of development, micro-blog has become a very popular social networking platform since it came to our eyes.Nowadays, many enterprises and organizations have registered official micro-blogs to expand marketing activities since they realized the importance of micro-blogging word of mouth.However, the micro-blogging influence of different official micro-blogs varies, which has great effect on micro-blogging marketing.Based on sina micro-blog, the relationship between micro-blogging influence, micro-blogging activities and social capital in the real world of enterprises and organizations is investigated in this paper.The results show that both factors have positive effects on micro-blogging influence, which means that social capital in the real world can be transferred to the micro-blogging world and positive micro-blogging activities help improving micro-blogging influence.At last, some suggests are proposed for enterprises and organizations.Registering micro-blog early and releasing or forwarding more micro-blogs helps improve the micro-blogging influence.
official micro-blog micro-blogging marketing micro-blogging influence micro-blogging activities
Xianglei Meng Qiang Ye
School of Management, Harbin Institute of Technology, China
国际会议
The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)
武汉
英文
43-49
2014-05-31(万方平台首次上网日期,不代表论文的发表时间)