微博营销效果的影响因素研究——以媒体微博为例

Research on Impact Factors of Effect of Micro- blog Marketing——Take Micro- blog of Media For Instance

以主流微博平台为研究对象,结合网络直复营销理论和网络关系营销理论,多角度分析微博营销效果的影响因素及其相互关系。研究结果表明:大部分观测变量对潜在变量反映显著,潜在变量对微博营销效果均有直接或间接的正向影响。本研究可以为进一步完善微博网站的功能,探索提高营销效果的有效途径提供科学依据和理论借鉴。

Basing on the mainstream micro- blog platform, combined with the network direct marketing theory and network relationship marketing theory, this paper made an analysis on impact factors and their correlation of effect of micro - blog marketing through various angles. The results showed that： Most of the observed variables could reflect potential variables significantly, po- tential variables had a direct or indirect positive influence on the effect of micro - blog marketing. The research could provide sci- entific basis and theoretical reference for the improvement of function of micro- blog websites and marketing effectiveness.