The Impact of Microblog Marketing on Consumer Attitude and Behavior

Xin Ren Bao; Di Na Shanygina

doi:10.4028/www.scientific.net/AMM.427-429.2656

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 427-429The Impact of Microblog Marketing on Consumer...

The Impact of Microblog Marketing on Consumer Attitude and Behavior

Abstract:

Social media, especially microblogs, play more and more important role in our every-day lives. Using microblogs as a new e-commerce platform is an emerging trend, increasing number of enterprises use microblogs to achieve their goals of communicating and building relationship with existing and potential customers. But do marketers fully understand what customers are looking for on a corporate microblog What are the reasons that generate peoples inclination to start and keep following brands microblog, and how does effective microblog marketing policy affect consumers attitude and behavior In this article we take an attempt at answering these questions. Based on the previous research analysis and survey conducted for this study, this paper makes a conclusion about an impact of microblog marketing on consumers behavior and attitude, in order to help marketers understand and make the most out of the new tool they have.

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Periodical:

Applied Mechanics and Materials (Volumes 427-429)

Pages:

2656-2659

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.427-429.2656

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Online since:

September 2013

Authors:

Xin Ren Bao*, Di Na Shanygina

Keywords:

Consumer Behavior, Marketing, Microblog

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References

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