Microblog is one kind of Social network service (SNS), it is a sort of services which we can communicate with many people through network link. Twitter is famous microblog in the world, Weibo is Chinese famous microblog. In terms of marketing academi...
Microblog is one kind of Social network service (SNS), it is a sort of services which we can communicate with many people through network link. Twitter is famous microblog in the world, Weibo is Chinese famous microblog. In terms of marketing academics view microblog between businesses and consumers in the new communication strategy, a new way to make them in terms of marketing a new business opportunity.
The purpose of this study is to explore key characteristics of the microblog of TV media that influence the TV media attitude and watching intention of the Chinese microblog - Weibo. The finding of this study could be useful for marketers of TV media or other media who intend to use microblog as their marketing tool.
As the study method, I interviewed microblog user who mainly follow and search information in TV media microblog. Then, I made up a survey. Data of survey is mostly collected from on-line and off-line. 250 questionaries are distributed and except 29 unfaithful questionaries, 221 questionaries are used to acquire result.
The results show that characteristics of the characteristics of followers which effect on TV media microblog are "information reliability", "interactivity" and "information ability". The attitude of TV media microblog have effect on the TV media attitude and watching intention. Also, the hedonic value and utilitarian value can effect the relationship between the characteristics of the microblog of TV media and the TV media attitude.
，韩语论文网站，韩语论文范文 |
