小微企业微博营销效果影响因素及测度研究
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摘要
微博已成为众多小微企业开展网络营销的重要渠道之一。本研究在总结归纳文献的基础上,从微博运营、微博形象、微博内容、活动互动、粉丝状况、粉丝忠诚度六个方面进行了问卷调查,利用统计分析软件SPSS和AMOS构建结构方程模型并进行检验和修正。研究发现,微博营销的运营对微博形象、微博内容、活动互动、粉丝状况等有明显的正向影响;微博内容、活动互动、粉丝状况等对粉丝(客户)忠诚度有正向影响。据此得出小微企业应该把握好这些影响因素之间的关系进行微博营销活动并提高粉丝(客户)忠诚度的建议。
Micro-blog has become one of the important tools for small and micro enterprises in net marketing.On the basis of the summarization and review of literature,the author of this paper designs questionnaire survey which covers 6aspects,including micro-blog marketing,micro-blog image,micro-blog contents,interactive activities,the status quo of fans and the loyal degree of fans.In addition,the author uses the statistical software SPSS and AMOS to create a structural equation model,tests and modifies it.The result of analysis reveals that the operation of micro-blog marketing produces significant positive effect on micro-blog image,micro-blog contents,interactive activities,and the current situation of fans.And micro-contents,interactive activities and fans' status have also positive effect on the loyalty of fans or clients.Therefore the following conclusion can be drawn that small and micro enterprises should be well aware of the relationships between these influencing factors to launch their micro-blog marketing activities and improve the loyalty of the fans or clients in time according to their proposals.
Micro-blog has become one of the important tools for small and micro enterprises in net marketing.On the basis of the summarization and review of literature,the author of this paper designs questionnaire survey which covers 6aspects,including micro-blog marketing,micro-blog image,micro-blog contents,interactive activities,the status quo of fans and the loyal degree of fans.In addition,the author uses the statistical software SPSS and AMOS to create a structural equation model,tests and modifies it.The result of analysis reveals that the operation of micro-blog marketing produces significant positive effect on micro-blog image,micro-blog contents,interactive activities,and the current situation of fans.And micro-contents,interactive activities and fans' status have also positive effect on the loyalty of fans or clients.Therefore the following conclusion can be drawn that small and micro enterprises should be well aware of the relationships between these influencing factors to launch their micro-blog marketing activities and improve the loyalty of the fans or clients in time according to their proposals.
引文
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[2]Trustdata.2015年1月至11月微博移动端用户研究报告[EB/OL].(2016-01-25)[2016-12-07].Available:http://www.ccidnet.com/2015/1229/10073983.shtml.
[3]刘婷.小微企业微博营销策略研究[J].中国商贸,2012(33):37-38.
[4]Hoffman D L,Fodor M.Can you measure the ROI of your social media marketing[J].Management Review,2010(1):44.
[5]唐兴通.社会化媒体营销大趋势——策略与方法[M].北京:清华大学出版社,2011:4
[6]赵丽霞.社会化营销评价的指标设定与模型检验[J].求索,2012(8):80.
[7]赵爱琴,朱景焕.企业微博营销效果评估研究[J].江苏商论,2012(1):89-92.
[8]王霞,牛海鹏.企业微博营销中品牌曝光度对网络口碑的影响研究[J].管理评论,2013(5):116-122.
[9]张才明,张才辉.我国食品企业微博营销效果的影响因素分析[J].中国调味品,2014(9):65-69.
[10]刘晓燕,郑维雄.企业社会化媒体营销传播的效果分析——以微博扩散网络为例[J].新闻与传播研究,2015(2):89-128.
[11]谢守红,李津津.企业微博营销影响因素研究[J].江南大学学报(人文社会科学版),2015(2):91.