企业微博内容对网络口碑及品牌认可度的影响

The Influence of Enterprise Microblog Content on Internet Word of Mouth and Enterprise Brand Recognition

【目的/意义】旨在从企业创造内容视角出发,探讨企业微博内容对网络口碑与企业品牌认可度的影响,扩展企业微博内容的相关研究,并为企业提高微博管理水平提出具体的思路。【方法/过程】构建企业微博、网络口碑以及企业认可度之间的关系模型,通过收集企业新浪微博相关数据来进行定量分析,探究企业微博内容的信息特征对微博用户的口碑传播效果的影响以及网络口碑对企业品牌认可度的作用。【结果/结论】结果表明企业微博的发布频率对用户口碑传播有直接影响,其中,用户转发行为受微博发布频率影响最为显著,并且微博粉丝数对口碑有一定的正向调节作用。微博用户的转发、点赞行为对其品牌认可度影响不显著,只有评论行为对企业的品牌认可度起作用。

【Purpose/significance】The Internet word of mouth marketing is the important way to expand brand awareness and influence, but researchers are more likely to focus on User-Generated Content(UGC).Based on the perspective of Firm-Generated Content(FGC), this paper analyzes the influence of enterprise micro-blog content on internet word-ofmouth and brand recognition, and provides some suggestions for enterprise.【Method/process】This paper constructs a relational model of enterprise microblog, internet word of mouth and enterprise brand recognition, chooses the panel data of Sina microblogging of Internet companies, analyzes the influence of the information characteristics of microblogging on the WOM behavior of microblogging users, and discusses the impact of users’ WOM on enterprise brand recognition.【Result/conclusion】The results show that the frequency of microblogging has a direct impact on the users’ WOM, and the users’ relay is influenced by the microblogging release frequency most significantly, and microblogging fans regulate users’ WOM to some extent. Users’ relay and point of praise do not affect brand recognition significantly, and only users’ review has a direct influence on enterprise brand recognition.