企业微博营销中品牌曝光度对网络口碑的影响研究  

Impact of Repeated Exposure on Electronic Word-of-Mouth in Microblogging Marketing

作　　者：王霞[1] 牛海鹏[1] 

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《管理评论》2013年第5期116-122,135,共8页Management Review

基　　金：国家自然科学基金项目(71202145)

摘　　要：微博为企业带来了新的营销模式和契机,尽管很多企业已经在微博营销领域进行了尝试,但是针对微博营销的实证研究却非常匮乏。根据企业官方微博的追踪数据,采用多水平泊松回归模型深入探究企业微博营销中如何控制品牌的曝光度,以达到网络口碑的最佳效果。研究结果表明,企业微博营销中的品牌曝光度和网络口碑存在非线性关系。当品牌曝光度较低时,随着品牌曝光度的提升,微博信息的网络口碑效果会增强;但是当品牌曝光度较高时,随着品牌曝光度的提升,微博信息的网络口碑效果反而会下降。研究结论对企业微博营销实践具有重要意义。Microblogging marketing, the event as one of the hottest topics of discussion, has given rise to great concern. However, few empirical studies are dealing with this aspect of marketing. This study examines the impact of brand repeated exposure on electronic word-of-mouth of a microblogging message. The results demonstrate that there is a curvilinear relationship between brand repeated exposure and the number of word-of-mouth. Microblogging message word-of-mouth effectiveness is believed to increase at low levels of repetition and then to decrease as message repetition increase. Implications of these results are discussed.

关 键 词：微博营销 品牌曝光度 网络口碑 

分 类 号：F49[经济管理—产业经济] F274F224