摘要
在企业自有媒体和第三方媒体发布微博数量对产品关注和产品态度的影响中,转发型微博和原创型微博产生的效果具有显著差异。转发型微博对产品关注和产品态度的影响均显著优于原创型微博的影响,揭示了转发行为的重要性。通过微博客观数据进行假设检验,所有假设得到支持,对企业微博营销实践有指导意义。
The numbers of original posts and reposts have significantly different impact on product attention and product attitude,observed from the microblogs by enterprise self-owned media and third party media.Reposts have notably greater impact on product attention and product attitude than original posts,indicating the importance of reposting behavior.Hypothesis testing is performed by collecting microblog data and all hypotheses are supported,which is instructive for enterprise microblog marketing practice.
作者
张伟
马骁
刘思妤
Zhang Wei;Ma Xiao;Liu Siyu
出处
《济南大学学报（社会科学版）》
CSSCI
2020年第2期83-90,159,共9页
Journal of University of Jinan:Social Science Edition
基金
陕西省教育厅专项科研计划项目“移动购物消费者冲动性购买行为的内在机制研究”(项目编号:17JK1008)的阶段性成果。
