A Comparative Study on the Impact of Original Post and Repost of Microblogs on Consumers
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A Comparative Study on the Impact of Original Post and Repost of Microblogs on Consumers
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JOURNAL OF UNIVERSITY OF JINAN (Social Science Edition)Vol. 30, Issue 2, Pages: 83-90(2020)
作者机构:
西安理工大学 经济与管理学院,陕西 西安 710054
作者简介:
基金信息:
DOI:
CLC:F724.6
Published:15 March 2020,
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Wei Zhang, Xiao Ma, Siyu Liu. A Comparative Study on the Impact of Original Post and Repost of Microblogs on Consumers. [J]. JOURNAL OF UNIVERSITY OF JINAN (Social Science Edition) 30(2):83-90(2020)
DOI:
Wei Zhang, Xiao Ma, Siyu Liu. A Comparative Study on the Impact of Original Post and Repost of Microblogs on Consumers. [J]. JOURNAL OF UNIVERSITY OF JINAN (Social Science Edition) 30(2):83-90(2020)DOI:
A Comparative Study on the Impact of Original Post and Repost of Microblogs on Consumers封面论文
The numbers of original posts and reposts have significantly different impact on product attention and product attitude
observed from the microblogs by enterprise self-owned media and third party media. Reposts have notably greater impact on product attention and product attitude than original posts
indicating the importance of reposting behavior. Hypothesis testing is performed by collecting microblog data and all hypotheses are supported
which is instructive for enterprise microblog marketing practice.