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Enterprises’ Micro-blogging Interaction: Based on Chinese Electric Household Industry

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 241)

Abstract

With the widespread application of micro-blog in business, the microblogging interaction of enterprise-consumer has been receiving more and more attention. However, the existing research lack of a systematic study on interactive strategy, on the basis of theoretical combing, this paper explore the strategy of enterprise’s micro-blogging interaction from two categories of interactive content and interactive style. A content analysis was performed on enterprise’s micro-blogging (n = 685) from 14 well-known enterprises in China’s home appliance industry. The study found the application of interactive strategies exist significant differences on the micro-blogging interaction of enterprise-consumer. Compared with functional interactive strategy, there is a larger proportion of social interaction in the content of interaction, and proactive interactive strategy is far more reactive interaction in the style of interaction. The study further found that the effect of proactive interaction to be significantly larger than the effect of reactive interaction. Finally, the study gives some recommendations for household electrical appliance enterprise in micro-blogging marketing.

Keywords

Social interaction Functional interaction Proactive interaction Reactive interaction Effectiveness 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  1. 1.Business SchoolSichuan UniversityChengduPeople’s Republic of China
  2. 2.Business SchoolHenan Normal UniversityXinxiangPeople’s Republic of China

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