摘要
在微博平台发展的如火如荼之际,企业纷纷展开微博营销。为验证微博营销的效果,研究结合品牌关系的定义和微博"拟人化"的特征,提出微博营销将影响品牌关系质量。通过构建结构方程模型的方式,验证了企业微博账户的满意度经过微博账户社群意识的中介影响,直接对微博账户的行为意向和品牌关系质量产生显著影响。当对企业微博较满意的"粉丝"在感受到较强的社群意识的时候,他们倾向于继续长期和此企业微博保持联系并持续关注,也愿意花费更长的时间在该企业微博账号上。同时,研究表明社群意识对品牌关系质量具有一定的提升效果,品牌关系质量测量维度包括认知、情感和忠诚。
In an attempt to derive the micro-blog marketing effectiveness, micro-blog marketing relates to brand quality by building up a structural equation model to demonstrate is extends to that satisfaction towards corporate micro-blogs may have direct impact on the users＇ intent of behavior and brand quality via the intermediate impact from community awareness among micro-blog users. That is, while those who are satisfied with corporate microblogs feel a strong sense of community awareness, not only do they tend to maintain the focus on the enterprises in the long run, but they are also willing to spend more time in the corporate account in micro-blogs. Measurement for quality of brand relationship includes cognition, emotion and loyalty. Besides, community awareness helps strengthen quality of brand relationship quality.
出处
《科学技术与工程》
北大核心
2012年第6期1448-1452,共5页
Science Technology and Engineering
关键词
微博营销
品牌关系质量
社群意识
行为意向
micro-blog marketing brand relationship quality awareness of community behavior intention
