基于用户互动模型的微博营销效果实证研究——以饭店业为例

An empirical study of hospitality micro-blog marketing effectiveness based on the interaction model

随着微博的兴起,利用微博开展营销成为企业有效的营销方式。通过文献研究发现,微博数、微博内容、用户数、转发量对企业微博营销效果具有正相关。建立上述变量之间的多元线性回归模型,并以饭店业为例进行实证研究,搜集6家典型饭店微博的相关数据,使用SPSS16.0软件进行回归分析。研究结果表明:微博数对企业微博营销效果相关度不显著;微博内容对用户数、转发量和企业微博营销效果有显著正相关,且功能型微博相关度高于情感型微博;用户数和转发量对企业微博营销效果有高度相关,且在0.01水平显著。针对6家饭店数据实证分析发现,黄龙饭店转发量因子a2值最大,开元酒店集团的品牌影响力a0因子得分最高,微博营销效果相对最好。

With the rise of micro - blog, micro - blog marketing has become an effective way of marketing enterprise. Based on the existing research results, there are four main micro - blog marketing influence factors： the number of micro - blog, the content of micro - blog, the number of fans and the number of forwarding amount. This paper establishes a multiple linear regres- sion model and chooses the hotel micro - blog as data sources, which include collecting 6 hotel micro - blog relevant data. This paper uses SPSS 16. 0 to make the regression analysis and discusses the results. The result indicates that the number of micro - blog has an insignificant impact, while the content of micro - blog, the number of user and the forwarding amount have a signifi- cant positive impact on the micro - blog marketing effectiveness, the instrumental micro - blog has bigger effect than the emotional micro - blog, the result of 6 hotel data regression indicates that the forwarding amount of Dragon hotel has the biggest impact on the micro -blog marketing effectiveness, Kai Yuan hotel has the biggest brand effectiveness.