Abstract:

Based on the microblogging marketing analysis model, indicators used to measure microblogging marketing effectiveness in other researches are collected Through factor analysis, the comprehensive indicators that measure microblogging marketing effectiveness have been calculated After that, factors affecting microblogging marketing effectiveness have been analyzed from four aspects of the frequency of posting microblogging information, opinion leader resources, microblogging information expression pattern, microblogging content features The findings show that with regard to enterprise microblogging marketing, the video usage of microblogging and opinion leader resources of microblogging are the key factors that affect its marketing effectiveness Compared with the video usage of microblogging, the effect of opinion leader resources is more notable

Key words: microblogging marketing, microblogging marketing effectiveness, microblogging content feature, microblogging expression pattern, opinion leader