微博营销对企业品牌影响的实证研究  

An empirical study of the impact of micro blog marketing on corporate brands

作　　者：姜宝山 李雷雷[1] 

机构地区：[1]沈阳航空航天大学经济与管理学院,辽宁沈阳110136

出　　处：《辽宁工程技术大学学报（社会科学版）》2014年第2期153-158,共6页Journal of Liaoning Technical University(Social Science Edition)

摘　　要：针对企业微博营销问题,采用实证研究的方法,分析了微博营销的6个因子在消费者对企业品牌的认知、情感和忠诚方面的影响作用。验证了这6个因子都对消费者的品牌认知有显著影响;除意见领袖的参与对消费者的品牌情感无显著性影响外,其他5个因子均对消费者的品牌情感有显著性的影响;信息质量和意见领袖的参与这两个因子对消费者的品牌忠诚没有显著性的影响,而其他4个因子都对消费者的品牌忠诚有显著性影响。In view of enterprise micro blogging marketing problem,an empirical analysis was made of the impact of the micro blogging marketing’s six factors on consumers＆#39; aware-ness, emotion and loyalty. These six factors were verified to have a significant influence on consumers＆#39; brand awareness. Except the participation of opinion leaders, all the other five factors have significant effects on consumer brand emotion. The impact of information quali-ty and the participation of opinion leaders on consumer brand loyalty is not significant, while the other four factors have significant influence on the consumer brand loyalty.

关 键 词：新兴媒体 微博营销 品牌认知 品牌情感 品牌忠诚 

分 类 号：F272.3[经济管理—企业管理]