经济与管理研究Issue(4)：119-128,10.
基于内容分析的品牌微博沟通研究
A Content-based Research on Brand Microblog Communications
摘要
Abstract
The booming of Microblog has provided an opportunity for dialogic communication between brand and con-sumers.The importance of brand communication via microblog platform has largely attracted the attention of corporations, while no systematic guidance has been yet reached for practical campaign and the empirical study is even less.This re-search conducts an empirical study based on the communication content of 28 brand microblog and examines the difference of influence among various types of content.It further compares the content preference of the microblog post between differ-ent industries and thus achieved the following findings:the content type of brand microlog can be divided into information providing,community construction and action guidance,of which the most is action guidance;there is an apparent prefer-ence of microblog content among industries;the action guidance type of microblog is the easiest to attract the most reposts and comments,following is the type of community construction and the least is information providing.关键词
品牌微博/内容分析/微博营销/微博影响力Key words
Brand Microblog/Content Analysis/Microblog Marketing/Micoblog influence分类
管理科学引用本文复制引用
杨学成,兰冰..基于内容分析的品牌微博沟通研究[J].经济与管理研究,2014,(4):119-128,10.基金项目
国家自然科学基金资助项目“企业面向消费者的微博沟通及其对品牌态度的影响机理研究”（71202155），教育部人文社会科学研究一般项目“基于社会网络分析的虚拟社区营销策略研究”（10YJC630340），中央高校基本科研业务费专项资金资助 （）
