航空企业微博内容-分析及其对用户关注行为影响-研究

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1、摘要图”、“情感交流与问候”属于用户评论与转发最多的三类微博信息；微博被转发均量在06：00～08：00、12：00～14：00和22：00～24：00时段上显著高于其他时段；微博插图数量与用户评论、转发数量具有正相关关系，并且微博评论量与转发量具有正相关关系。此外，@提示符个数、‘撑≠f’话题标签及表情符号应用，对于用户关注行为无显著影响；嵌入URL链接与否、嵌入视频与否对用户关注行也均为无显著影响。相关的微博运营建议：(1)微博内容设计需以目标用户需求为依据；(3)内容构成上须简洁明了、图文并茂；(3)把握微博发布的时间，及时更新，保持与粉丝用户的长期互

2、动；(4)注重对企业微博营销模式的创新，需结合企业自身规模大小及品牌形象定位，设计出创新性互动策略。关键词：微博内容；刺激一反应模型；内容分析；微博评论与转发AbstractABSTRACTBytheendofJune2013，therearealmost331millionpeoplehaveamicroblogaccountinChina．So，Weibousershavealreadyformedahugeconsumergroupsandthemicroblogmediaisbecominganimportantchannelsforsomeente

3、rprisescontactingandinteractingwiththeirtargercoutomers．Moreandmorecompaniesaretryingtoexploreamorecompetitivemarketingmodetowinthetargetconsumers，thustheresearchonmicroblogmarketingisalsobecomingpopular．Sofar,themainresearchesaboutmicmblogmarketingfocusesonitsmarketingstrategies，s

4、omescholarsalsomadesomestudyontheinfluentialfactorsofconsumers’participationinthemicmblogmarketing．However,wehavesomedeficiencyofstudyingmicroblogs’content，whichplaysailimportantroleinmicroblogmarketing．Therefore，itisofgreatsignificanceforUStomakastudyonthecontentcharacteristicsent

5、erprise’microblogginganditseffectOiluserreactivebehaviour．WereviewedtherelevantresearchresultSfirstly,bothathomeandabroad，thentosummarizetheresearchstatusofmicrobolganditsmarketingstrategies．Thethirdchapterofthispaperconsistsoftheresearchmodelandmainhypothesis．Basingontheanalysisab

6、dreferenceof‘Stimulus—Response’modeland‘HypothesisofSelectiveExposure’theory,webuilduptheresearchmodelandproposethecorrespondingresearchquestionsandhypothesis．Thefourthchaptercoocernsconcernsaboutdatacollectionschemeandthedesignofthedetailedcontentencodingmethod．Then，wetestthecoder

7、reliabilityanditshowedgoodreliability．Chapter5isfortheanalysisofdataandthetestofreaserchhypothesis．ByusingSPSS18．0statisticalsoftware，wehavemadethedescriptiveanalysis，correlationanalysisandregressionanalysisonthedatacollected．Atlastpart，wediscussedontheresultsofdataanalysisandthust

8、oproposesomeeffectivecount