微博营销效果研究：基于品牌关系的视角

在微博平台发展的如火如荼之际，企业纷纷展开微博营销。为验证微博营销的效果，研究结合品牌关系的定义和微博“拟人化”的特征，提出微博营销将影响品牌关系质量。并通过构建结构方程模型的方式，验证了企业微博账户的满意度经过微博账户社群意识的中介影响，直接对微博账户的行为意向和品牌关系质量产生显著影响。即当对企业微博较满意的“粉丝”在感受到较强的社群意识的时候，他们倾向于继续长期和此企业微博保持联系并持续关注，也愿意花费更长的时间在该企业微博账号上。同时，研究表明社群意识对品牌关系质量具有一定的提升效果，品牌关系质量测量维度包括认知、情感和忠诚。

Research on measurement of micro-blogging: from the perspective of brand relationship

In an attempt to derive the micro-blog marketing effectiveness,micro-blog marketing relates to brand quality by building up a structural equation model to demonstrate is extends to that satisfaction towards corporate micro-blogs may have direct impact on the users’ intent of behavior and brand quality via the intermediate impact from community awareness among micro-blog users.That is,while those who are satisfied with corporate micro-blogs feel a strong sense of community awareness,not only do they tend to maintain the focus on the enterprises in the long run,but they are also willing to spend more time in the corporate account in micro-blogs.Measurement for quality of brand relationship includes cognition,emotion and loyalty.Besides,community awareness helps strengthen quality of brand relationship quality.