企业特征对官方微博的影响研究

Impact on Official Microblogging by Enterprise Characteristics

研究抽取各行业具有典型代表性的198个企业样本,总共拥有179个认证微博账户,并采用交叉表探索企业特征对官方微博的影响。研究结果表明:有无官方微博的企业样本数量无显著差异;成立时间与企业性质对官方微博不具有显著影响,而三次产业、所在地区和营业额对官方微博具有显著影响;四个微博平台的微博账户数量具有显著差异,新浪数量最多,网易数量最少;企业特征对官方微博平台分布均不存在显著影响;微博关注数和微博粉丝数都与微博条数存在显著正相关关系,而微博关注数和微博粉丝数之间不存在显著相关性关系。

198 samples which are seen as a typical representative were extracted from various industries, which had 179 certified microblogging accounts, and used crosstable to explore relationships between official microblogging and enterprise characteristics. The results show that： the number of enterprise between with and without microblogging accounts was no significant difference; both registration time and enterprise nature had no significant impact on official microblogging, while three industries, registration area and turnover had a significant impact on it ; the number of mieroblogging account was significant differences in four platforms, and Sina was the most, followed by NetEase; enterprise characteristics had no significant impact on distribution of microblogging accounts in four platforms;the number of both attention and fans were significantly positive correlation with the number of microblogging, while there was no significant correlation between fans and attention.