CAJ | 학술논문

针对企业微博营销问题，采用实证研究的方法，分析了微博营销的6个因子在消费者对企业品牌的认知、情感和忠诚方面的影响作用。验证了这6个因子都对消费者的品牌认知有显著影响；除意见领袖的参与对消费者的品牌情感无显著性影响外，其他5个因子均对消费者的品牌情感有显著性的影响；信息质量和意见领袖的参与这两个因子对消费者的品牌忠诚没有显著性的影响，而其他4个因子都对消费者的品牌忠诚有显著性影响。
침대기업미박영소문제，채용실증연구적방법，분석료미박영소적6개인자재소비자대기업품패적인지、정감화충성방면적영향작용。험증료저6개인자도대소비자적품패인지유현저영향；제의견령수적삼여대소비자적품패정감무현저성영향외，기타5개인자균대소비자적품패정감유현저성적영향；신식질량화의견령수적삼여저량개인자대소비자적품패충성몰유현저성적영향，이기타4개인자도대소비자적품패충성유현저성영향。
In view of enterprise micro blogging marketing problem,an empirical analysis was made of the impact of the micro blogging marketing’s six factors on consumers' aware-ness, emotion and loyalty. These six factors were verified to have a significant influence on consumers' brand awareness. Except the participation of opinion leaders, all the other five factors have significant effects on consumer brand emotion. The impact of information quali-ty and the participation of opinion leaders on consumer brand loyalty is not significant, while the other four factors have significant influence on the consumer brand loyalty.