International Journal of Economics, Finance and Management Sciences

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The Effect of Microblog’s Content on Customer Satisfaction

Received: 12 November 2015    Accepted:     Published: 12 November 2015
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Abstract

The new media marketing has show out a great potential with the rapid development of new media in recent years. As an important kind of new media, microblog has become a good platform for communication and interaction between enterprises and customers. The Xiaomi mobile phone is as an example to investigate the influence of enterprise microblog marketing on customer satisfaction. The attitudes of customers on different enterprise microblog contents are examined by combining experiment and questionnaire survey method. The results show that there is significant difference between the impact of social interaction microblog and task-oriented interaction on customer attitude. Social content is more likely to raise the attention of customers up. However, customers tend to support the product after they read task-oriented contents. Microblog has a significant impact on customer satisfaction, which should be used to build good customer relationships.

DOI 10.11648/j.ijefm.20150305.34
Published in International Journal of Economics, Finance and Management Sciences (Volume 3, Issue 5, October 2015)
Page(s) 611-615
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Microblog Marketing, Social Content, Task-Oriented Content, Customer Satisfaction

References
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[7] 董玉.传统媒体微博营销对消费者品牌态度的影响研究[D].广东广州:暨南大学,2011:30-34.
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Author Information
  • School of Management and Economics, Beihang University, Beijing, China

  • School of Management and Economics, Beihang University, Beijing, China

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  • APA Style

    Hanxiaoni, Xuwenti. (2015). The Effect of Microblog’s Content on Customer Satisfaction. International Journal of Economics, Finance and Management Sciences, 3(5), 611-615. https://doi.org/10.11648/j.ijefm.20150305.34

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    ACS Style

    Hanxiaoni; Xuwenti. The Effect of Microblog’s Content on Customer Satisfaction. Int. J. Econ. Finance Manag. Sci. 2015, 3(5), 611-615. doi: 10.11648/j.ijefm.20150305.34

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    AMA Style

    Hanxiaoni, Xuwenti. The Effect of Microblog’s Content on Customer Satisfaction. Int J Econ Finance Manag Sci. 2015;3(5):611-615. doi: 10.11648/j.ijefm.20150305.34

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  • @article{10.11648/j.ijefm.20150305.34,
      author = {Hanxiaoni and Xuwenti},
      title = {The Effect of Microblog’s Content on Customer Satisfaction},
      journal = {International Journal of Economics, Finance and Management Sciences},
      volume = {3},
      number = {5},
      pages = {611-615},
      doi = {10.11648/j.ijefm.20150305.34},
      url = {https://doi.org/10.11648/j.ijefm.20150305.34},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.ijefm.20150305.34},
      abstract = {The new media marketing has show out a great potential with the rapid development of new media in recent years. As an important kind of new media, microblog has become a good platform for communication and interaction between enterprises and customers. The Xiaomi mobile phone is as an example to investigate the influence of enterprise microblog marketing on customer satisfaction. The attitudes of customers on different enterprise microblog contents are examined by combining experiment and questionnaire survey method. The results show that there is significant difference between the impact of social interaction microblog and task-oriented interaction on customer attitude. Social content is more likely to raise the attention of customers up. However, customers tend to support the product after they read task-oriented contents. Microblog has a significant impact on customer satisfaction, which should be used to build good customer relationships.},
     year = {2015}
    }
    

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    T1  - The Effect of Microblog’s Content on Customer Satisfaction
    AU  - Hanxiaoni
    AU  - Xuwenti
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    JF  - International Journal of Economics, Finance and Management Sciences
    JO  - International Journal of Economics, Finance and Management Sciences
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    AB  - The new media marketing has show out a great potential with the rapid development of new media in recent years. As an important kind of new media, microblog has become a good platform for communication and interaction between enterprises and customers. The Xiaomi mobile phone is as an example to investigate the influence of enterprise microblog marketing on customer satisfaction. The attitudes of customers on different enterprise microblog contents are examined by combining experiment and questionnaire survey method. The results show that there is significant difference between the impact of social interaction microblog and task-oriented interaction on customer attitude. Social content is more likely to raise the attention of customers up. However, customers tend to support the product after they read task-oriented contents. Microblog has a significant impact on customer satisfaction, which should be used to build good customer relationships.
    VL  - 3
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