企业微博传播效果测评研究

Evaluation Research on Enterprise Micro Blogging Communication Effect

以微博为例,在文献分析和深度访谈的基础上,将企业微博传播过程划分为曝光、互动、转化、影响四个阶段,并提取企业微博传播效果的影响因子构建企业微博传播效果测评模型。运用专家访谈法与问卷调查法对测评指标进行分析以及构建企业微博传播效果测评模型的结构方程,通过SPSS对获取的数据做处理分析,并结合LISERL软件对企业微博传播效果的测评指标以及模型进行检验,最终得出更为科学的企业微博传播效果测评模型。为企业开发精准的营销用户群、"高性价比"的营销产品提供理论依据与指导。

This paper takes Micro blogging as an example, on the basis of document analysis and in-depth interview, divides the process of enterprise Micro blogging communication into four stages of exposure,interaction,transformation and influence. The paper extracts the factors which could exert influences on the communication effect of enterprise Micro blogging and builds Micro blogging communication effect model.Through questionnaire investigation and expert interview, the paper analyzes the measuring indexes and constructs the structural equation of the communication effect model. The data sample of the survey is analyzed by SPSS software. And the underlying assumptions are verified on the precondition that model is measured and corrected by LISREL. Finally, this study provides useful theoretical basis and guidance to help the enterprise to develop the precise marketing users and the ＂cost-effective＂ products.