The Study on Factors Affecting the Attraction of Microblog – An Empirical Study Based on Sina Microblogging Site

  • Yue He
  • Yue ZhangEmail author
  • Min Xiao
  • Lingxi Song
Conference paper
Part of the Lecture Notes on Multidisciplinary Industrial Engineering book series (LNMUINEN)


New media like microblogging site becomes increasingly popular in China nowadays. Microblogging site has become an important social platform for information communication, and also an important marketing channel for enterprises. However, marketing messages are often submerged in a large amount of information on microblogging sites, so how to get more attention for their marketing microblogs becomes a concern of enterprises. Based on the data from Sina Weibo, we put forward “Attraction Index of Microblog” to measure how much attention a microblog has attract. Then we used several quantitative methods like correlation analysis and association rules to find the factors affecting the attraction of microblog, in order to provide some guiding ideas for marketing users to improve the attraction of their microblogs. With empirical studies, we found that microblogs published by authenticated users are more attractive. Whether the microblog has media information does not affect the attraction of microblog. The more fans and microblogs an authenticated user has; the more attractive the user’s microblogs are. For a non-authenticated user, the number of fans somehow affects the attraction of their microblogs. The microblogs which are published at 7–10 am or 19–21 pm are more attractive.


Microblog marketing The attraction index of microblog Influence factor Association rules 



The authors acknowledge the financial support National Natural Science Foundation Project of China, project (No. 71372189), and Sichuan University Fundamental Research Funds for the Central Universities Project (No. skqy201406). The author is grateful to the anonymous referee for a careful checking of the details and for helpful comments that improved this paper.


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Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China

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