Abstract:

As a newly developed social medium, micro-blog has been used in marketing by many companies The effect of this kind of marketing can be seen from the followers’ behaviors Several hypotheses are proposed through theoretical deduction, and then the hypotheses are tested with questionnaire data The results show that ①  the style of entrepreneurs is the most attractive factor for the micro-blog users, ② users’ action of forwarding information is much stimulated by material rewards and ③ most users hold a positive attitude towards the information of the companies they are interested in and others keep neutral This study provides some suggestions to the companies for their micro-blog marketing

Key words: company’s official micro-blog, mental accounting, micro-blog user, mental research