{"title":"用户影响力与微博营销——以中国新浪微博为例","authors":"Xiaoguang Wang, Yijun Gao, Z. Lu","doi":"10.1108/lht-04-2022-0193","DOIUrl":null,"url":null,"abstract":"PurposeMicroblogs are communication platforms for companies and consumers that challenge companies' brand marketing strategies. This paper provides a theoretical basis for expanding microblog applications and a practical basis for improving the effectiveness of brand marketing.Design/methodology/approachThe authors use factor analysis to extract the factors of microblog user influence and construct a structural equation model to reveal the interaction mechanism of the influencing factors. Additionally, the authors clarify the promotion and enhancement effects of these factors.FindingsMicroblog user influence can be converted into richness, interaction and value factors. The richness factor significantly affects the latter two, whereas the interaction factor does not affect the value factor.Research limitations/implicationsFirst, the sample used is limited to media industry practitioners. To increase generalizability, diverse groups should be included in future studies. Second, this model's theoretical explanatory ability can be further developed by adding other meaningful factors beyond the existing ones.Originality/valueThis study analyzes the factors of microblog user influence in China and validates the relevant elements. As a result, it improves the influence research on social media users and benefits the practice of information recommendation and microblog marketing.","PeriodicalId":47196,"journal":{"name":"Library Hi Tech","volume":null,"pages":null},"PeriodicalIF":3.4000,"publicationDate":"2023-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"User influence and microblog marketing: a case study of Sina Weibo in China\",\"authors\":\"Xiaoguang Wang, Yijun Gao, Z. Lu\",\"doi\":\"10.1108/lht-04-2022-0193\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeMicroblogs are communication platforms for companies and consumers that challenge companies' brand marketing strategies. This paper provides a theoretical basis for expanding microblog applications and a practical basis for improving the effectiveness of brand marketing.Design/methodology/approachThe authors use factor analysis to extract the factors of microblog user influence and construct a structural equation model to reveal the interaction mechanism of the influencing factors. Additionally, the authors clarify the promotion and enhancement effects of these factors.FindingsMicroblog user influence can be converted into richness, interaction and value factors. The richness factor significantly affects the latter two, whereas the interaction factor does not affect the value factor.Research limitations/implicationsFirst, the sample used is limited to media industry practitioners. To increase generalizability, diverse groups should be included in future studies. Second, this model's theoretical explanatory ability can be further developed by adding other meaningful factors beyond the existing ones.Originality/valueThis study analyzes the factors of microblog user influence in China and validates the relevant elements. As a result, it improves the influence research on social media users and benefits the practice of information recommendation and microblog marketing.\",\"PeriodicalId\":47196,\"journal\":{\"name\":\"Library Hi Tech\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.4000,\"publicationDate\":\"2023-06-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Library Hi Tech\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/lht-04-2022-0193\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Library Hi Tech","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/lht-04-2022-0193","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
User influence and microblog marketing: a case study of Sina Weibo in China
PurposeMicroblogs are communication platforms for companies and consumers that challenge companies' brand marketing strategies. This paper provides a theoretical basis for expanding microblog applications and a practical basis for improving the effectiveness of brand marketing.Design/methodology/approachThe authors use factor analysis to extract the factors of microblog user influence and construct a structural equation model to reveal the interaction mechanism of the influencing factors. Additionally, the authors clarify the promotion and enhancement effects of these factors.FindingsMicroblog user influence can be converted into richness, interaction and value factors. The richness factor significantly affects the latter two, whereas the interaction factor does not affect the value factor.Research limitations/implicationsFirst, the sample used is limited to media industry practitioners. To increase generalizability, diverse groups should be included in future studies. Second, this model's theoretical explanatory ability can be further developed by adding other meaningful factors beyond the existing ones.Originality/valueThis study analyzes the factors of microblog user influence in China and validates the relevant elements. As a result, it improves the influence research on social media users and benefits the practice of information recommendation and microblog marketing.
期刊介绍:
■Integrated library systems ■Networking ■Strategic planning ■Policy implementation across entire institutions ■Security ■Automation systems ■The role of consortia ■Resource access initiatives ■Architecture and technology ■Electronic publishing ■Library technology in specific countries ■User perspectives on technology ■How technology can help disabled library users ■Library-related web sites