Journal of Marketing Science

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Enterprise Microblogging Value Dimensions and Its Influence on Brand Loyalty

Xu Jian,Wang Xuhui,Li Xin   

  1. Xu Jian, School of Management Science and Engineering, Dongbei University of Finance and Economics;
    Wang Xuhui, School of Business Administration, Dongbei University of Finance and Economics;
    Li Xin, School of Management Science and Engineering, Dongbei University of Finance and Economics.
  • Online:2012-09-01 Published:2013-03-26


With the rapid rise of microblogging,enterprise microblogging marketing has become the focus in the theory and practice world. This study develops a scale of enterprise microblogging value,which captures the particular characteristic of the Chinese consumers, and then investigates the effect of the enterprise microblogging value dimensions on the brand loyalty. Empirical analysis reveals that amusement value, convenience value, aesthetic value, and financial value have positive direct effect on Microblogging satisfaction. Financial value is the most important factor to the microblogging loyalty. Amusement value, convenience value, aesthetic value don’t have a direct effect on microblogging loyalty, but have an indirect effect on microblogging loyalty through microblogging satisfaction. Information value has no significant influence on the microblogging satisfaction and loyalty. Microblogging satisfaction significantly affects the microblogging loyalty and brand loyalty. Microblogging loyalty significantly affects the brand loyalty.

Key words: Enterprise Microblogging, Value Dimensions, Microblogging Satisfaction, Microblogging Loyalty, Brand Loyalty