企业官方微博特征及营销行为研究

Enterprise's Official Micro- blogs: Its User Characteristics and Marketing Behaviors

选取30家著名企业的官方微博作为研究对象,研究了企业官方微博的帐号特征和行为特征;考察了用户的响应行为和信息传播规律;最后建立了影响力扩散回归模型。研究表明:企业微博具有显著的明星微博特征,活跃度较高,但微博质量不够理想,信息衰亡速度快;影响力扩散能力受到微博质量和现有粉丝响应状态的影响。

Selecting the official micro-blogs of 30 famous enterprises as an example, this paper analyzed the characteristics and behaviors of them. After exploring the rules for user response and information dissemination, a regression model to measure the influence expanding ability was then established. The results show that the micro-blogs of enterprises are active, having the same features as celebrity micro- blogs, but the quality of their blogs is not good enough, the information decline rate is fast, and the influence expanding ability is affected by the quality of blog information and the response state of existing fans.