用户影响力与微博营销——以中国新浪微博为例

IF 3.4 3区 管理学 0 INFORMATION SCIENCE & LIBRARY SCIENCE Library Hi Tech Pub Date : 2023-06-13 DOI:10.1108/lht-04-2022-0193
Xiaoguang Wang, Yijun Gao, Z. Lu
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引用次数: 0

摘要

微博是企业和消费者的交流平台,挑战企业的品牌营销策略。本文为拓展微博应用提供了理论依据,为提高品牌营销效果提供了实践依据。设计/方法/途径采用因子分析法提取微博用户影响因素,构建结构方程模型,揭示影响因素的交互作用机制。此外,作者还阐明了这些因素的促进和增强作用。发现微博用户影响力可以转化为丰富度、互动性和价值因素。丰富度因子显著影响后两者,而交互作用因子不影响价值因子。研究局限性/启示首先,所使用的样本仅限于媒体行业从业者。为了提高概括性,在未来的研究中应该包括不同的群体。其次,通过在现有因素之外加入其他有意义的因素,可以进一步发展该模型的理论解释能力。独创性/价值本研究分析了中国微博用户影响力的影响因素,并对相关因素进行了验证。从而完善了对社交媒体用户的影响力研究,有利于信息推荐和微博营销的实践。
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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.
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来源期刊
Library Hi Tech
Library Hi Tech INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
8.30
自引率
44.10%
发文量
97
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
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