Title: Relationship between Enterprise Microblogging and Its Marketing Effectiveness
Abstract: Based on the microblogging marketing analysis model,indicators used to measure microblogging marketing effectiveness in other researches are collected. Through factor analysis,the comprehensive indicators that measure microblogging marketing effectiveness have been calculated. After that,factors affecting microblogging marketing effectiveness have been analyzed from four aspects of the frequency of posting microblogging information,opinion leader resources,microblogging information expression pattern,microblogging content features. The findings show that with regard to enterprise microblogging marketing,the video usage of microblogging and opinion leader resources of microblogging are the key factors that affect its marketing effectiveness. Compared with the video usage of microblogging,the effect of opinion leader resources is more notable.
Publication Year: 2014
Publication Date: 2014-01-01
Language: en
Type: article
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