基于内容分析的品牌微博沟通研究

发布时间：2018-04-28 12:23

本文选题：品牌微博 + 内容分析　；参考：《经济与管理研究》2014年04期

【摘要】：微博为品牌和消费者之间提供了对话式沟通的机会,不少企业也已经注意到了利用微博进行品牌沟通的重要性。然而,当前的实践活动尚缺乏系统的理论指导,相关的实证研究更是付之阙如。文章基于对28家品牌微博的沟通内容进行了取样分析,实证研究了不同类型微博内容的影响力差异,并进一步比较了不同类型品牌的内容倾向。研究发现:品牌微博的内容分为关系构建型、行为引导型和信息提供型三类,且行为引导型的内容最多;不同行业的品牌微博存在明显的内容发布偏好;行为引导型微博最容易获得更高的转发和评论机会,关系构建型次之,信息提供型最低。
[Abstract]:Weibo provides the opportunity for dialogue between brands and consumers, and many enterprises have also noticed the importance of brand communication using Weibo. However, the current practical activities are still lack of systematic theoretical guidance, and the relevant empirical research is even less. Based on the sampling and analysis of the communication content of Weibo of 28 brands, this paper empirically studies the influence differences of different types of Weibo content, and further compares the content tendency of different brands. It is found that the content of brand Weibo is divided into three types: relationship building type, behavior leading type and information providing type, and the content of behavior leading type is the most. Behavioral-oriented Weibo is the most likely to obtain higher opportunities for forwarding and comment, relationship-building type is the second, and information-providing type is the lowest.
【作者单位】：北京邮电大学经济管理学院;
【基金】：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(2012RC1014)
【分类号】：F274

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