辽宁工程技术大学学报（社会科学版）Issue(2)：153-158,6.
微博营销对企业品牌影响的实证研究
An empirical study of the impact of micro blog marketing on corporate brands
姜宝山 1李雷雷1
作者信息
- 1. 沈阳航空航天大学 经济与管理学院，辽宁 沈阳 110136
- 折叠
摘要
Abstract
In view of enterprise micro blogging marketing problem,an empirical analysis was made of the impact of the micro blogging marketing’s six factors on consumers' aware-ness, emotion and loyalty. These six factors were verified to have a significant influence on consumers' brand awareness. Except the participation of opinion leaders, all the other five factors have significant effects on consumer brand emotion. The impact of information quali-ty and the participation of opinion leaders on consumer brand loyalty is not significant, while the other four factors have significant influence on the consumer brand loyalty.关键词
新兴媒体/微博营销/品牌认知/品牌情感/品牌忠诚Key words
new media/micro blog marketing/brand awareness/brand emotion/brand loyalty分类
管理科学引用本文复制引用
姜宝山,李雷雷..微博营销对企业品牌影响的实证研究[J].辽宁工程技术大学学报（社会科学版）,2014,(2):153-158,6.
