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论文类型：期刊论文

发表时间：2013-01-01

发表刊物：International Journal of u- and e- Service, Science and Technology

收录刊物：EI

卷号：6

期号：4

页面范围：91-105

ISSN号：20054246

摘要：As a new social media, Microblogging's uniqueness has quickly attracted a large number of users. More and more enterprises choose microblogging marketing as a new means for marketing, while less of them grasp the new emerging marketing tool. This paper aims to find the influencing factors of microblogging marketing effectiveness. Based on the existing research results, we had an empirical study on microblogging marketing influence factors through quantitative model method. The results show that, the number of fans and the average forwarding amount have a significantly positive impact on the microblogging marketing effectiveness; while the average number of daily microbloggings has an insignificant impact; Microblogging posts on events and activities that have a significantly positive effect on the number of fans, while Emotional microbloggings posts have almost no influence on the two. The paper improves the research of social media with real data in the aspect of academic field, the findings and conclusions of the paper also give much reference to the enterprise microblogging marketing strategies.