Journal of Marketing Science ›› 2013, Vol. 9 ›› Issue (1): 62-78.

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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


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