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The Effect of Microblog’s Content on Customer Satisfaction

Received: 12 November 2015     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.

Published in International Journal of Economics, Finance and Management Sciences (Volume 3, Issue 5)
DOI 10.11648/j.ijefm.20150305.34
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), 2015. Published by Science Publishing Group

Keywords

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

References
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[2] 唐嘉庚.互动性对B2C环境下信任及购买行为倾向影响研究[D].上海:复旦大学,2006:23-25.
[3] 陈萍.从大众传播学角度分析“微博热”[J].大众文艺,2010(17):134-135.
[4] 查金祥,王立生.网络购物顾客满意度影响因素的实证研究[J].管理科学,2006(1).
[5] 刘丽芳.微博客的传播特征和传播效果研究[D].浙江杭州:浙江大学,2010:30-36.
[6] 魏毅峰,王传美.B2C 电子商务顾客忠诚度的路径分析[J].商场现代化,2006 (28):56-77.
[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.
[8] 姜宝山,李雷雷.微博营销对企业品牌影响的实证研究[J].辽宁工程技术大学学报,2014(3).
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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://article.sciencepublishinggroup.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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  • TY  - JOUR
    T1  - The Effect of Microblog’s Content on Customer Satisfaction
    AU  - Hanxiaoni
    AU  - Xuwenti
    Y1  - 2015/11/12
    PY  - 2015
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    DO  - 10.11648/j.ijefm.20150305.34
    T2  - International Journal of Economics, Finance and Management Sciences
    JF  - International Journal of Economics, Finance and Management Sciences
    JO  - International Journal of Economics, Finance and Management Sciences
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    EP  - 615
    PB  - Science Publishing Group
    SN  - 2326-9561
    UR  - https://doi.org/10.11648/j.ijefm.20150305.34
    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
    IS  - 5
    ER  - 

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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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