新浪微博汽车品牌粉丝数影响因素的实证研究
发布时间：2018-12-20 06:04
【摘要】：本文通过判断抽样和滚雪球抽样相结合,采用内容分析法,考察新浪微博汽车品牌固有属性、表层内容和深层内容的哪些因素影响了微博粉丝数。在对新浪微博上收集到的200个汽车品牌样本的微博信息内容分析基础上,结果发现,要增加粉丝数,汽车品牌的固有属性并不是很重要,但是"怎么发"和"发什么"却十分重要。与微博上的意见领袖不同,汽车品牌的微博营销本质上还是属于与消费者强联系的自媒体营销。因此,如何经营好汽车品牌的微博,使汽车的微博透露出品牌的"气质"吸引特定的消费者,就显得十分重要。在微博逐渐衰落的今天,微博从"政务"向"商务"的转型愈加迫切。
[Abstract]:Through judging the combination of sampling and snowball sampling, this paper uses the content analysis method to investigate the inherent attributes of Sina Weibo automobile brand, the surface content and the deep content of which factors affect the number of Weibo fans. On the basis of analyzing the information content of the 200 automobile brand samples collected on Sina Weibo, the results show that to increase the number of fans, the inherent attributes of automobile brands are not very important. But "how" and "what" are very important. In contrast to Weibo's opinion leaders, the automotive brand's Weibo marketing is essentially self-media marketing with strong consumer ties. Therefore, how to manage the automobile brand Weibo, so that the automobile Weibo reveals the brand "temperament" to attract specific consumers, it is very important. In Weibo's gradual decline today, Weibo's transition from "government affairs" to "business" is becoming more and more urgent.
【作者单位】： 福建师范大学传播学院;
【分类号】：G206
[Abstract]:Through judging the combination of sampling and snowball sampling, this paper uses the content analysis method to investigate the inherent attributes of Sina Weibo automobile brand, the surface content and the deep content of which factors affect the number of Weibo fans. On the basis of analyzing the information content of the 200 automobile brand samples collected on Sina Weibo, the results show that to increase the number of fans, the inherent attributes of automobile brands are not very important. But "how" and "what" are very important. In contrast to Weibo's opinion leaders, the automotive brand's Weibo marketing is essentially self-media marketing with strong consumer ties. Therefore, how to manage the automobile brand Weibo, so that the automobile Weibo reveals the brand "temperament" to attract specific consumers, it is very important. In Weibo's gradual decline today, Weibo's transition from "government affairs" to "business" is becoming more and more urgent.
【作者单位】： 福建师范大学传播学院;
【分类号】：G206
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