营销科学学报 ›› 2013, Vol. 9 ›› Issue (1): 62-78.

• 论文 • 上一篇    下一篇

企业微博互动策略对消费者品牌关系的影响——基于新浪微博的扎根分析

闫幸, 常亚平   

  1. 闫幸,武汉纺织大学管理学院讲师,华中科技大学管理学院博士生。E-mail:sunfower9721@yahoo.com.cn。
    常亚平,华中科技大学管理学院教授,博士生导师,E-mail: cypnew@163.com。
  • 出版日期:2013-03-01 发布日期:2013-05-17

The Influence of Company Micro blog Interaction Tactics on Consumer-brand Relationship: Based on Grounded Theory

Yan Xing, Chang Yaping   

  1. Yan Xing, School of Management, Wuhan Textile University; School of Management, Huazhong University of Science and Technology;
    Chang Yaping, School of Management, Huazhong University of Science and Technology.
  • Online:2013-03-01 Published:2013-05-17

摘要:

微博已经成为企业社会化营销的重要工具,也给企业的品牌关系管理提出了新的挑战。本文采用扎根理论,通过在新浪的企业微博上收集66家代表性企业的主贴(1395条)和跟帖(5959条)并进行反复研究,构建了企业微博互动策略对消费者品牌关系的影响机制的模型,并进行了理论饱和度检验。研究结果表明1)企业的微博互动策略有两种:社会性互动和任务导向型互动;2)企业的微博互动策略会影响消费者的品牌情感、和品牌认知并最终影响消费者品牌关系。其中消费者的品牌情感主要包括愉悦情感和唤起情感,品牌认知包括品牌感知质量、关联性感知和共鸣;3)在消费者知识、行业和品牌知名度不同的情况下,上述影响机制存在差异。

关键词: 微博, 互动策略, 消费者品牌关系, 扎根分析

Abstract:

Micro blog becomes an important tool of social marketing,challenging companies’ consumer-brand relationship management. Based on grounded theory,66 representative companies’ posts in Sina are collected,with 1395 company posts and 5959 following posts. A influence mechanism model of company micro blog  interaction tactics on consumer-brand relationship is proposed,then the saturation level of this mechanism is tested. Results show that 1) Companies adopt two types of tactics in micro blog interaction: social interaction and task-oriented interaction; 2) Micro blog interaction arises consumer emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumer emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and  brand resonance; 3) The influence mechanism differs among different consumer knowledge level, industry and brand awareness.

Key words: Micro blog, Interaction tactics, Consumer-brand relationship, Grounded theory