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)


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.


Social interaction Functional interaction Proactive interaction Reactive interaction Effectiveness 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Kaplan A, Haenlein M (2011) The early bird catches the news: Nine things you should know about micro-blogging. Business Horizons 54:105–113Google Scholar
  2. 2.
    Yan X, Chang YP (2011) A review on the research of Micro-blog. Journal of Intelligence 9:61–70 (In Chinese)Google Scholar
  3. 3.
    Eberle D (2010) Branding-the impact of social media on corporate brands. RSM Erasmus University, Rotterdam 64–88Google Scholar
  4. 4.
    Tayal D, Komaragiri S (2009) The impact of Micro-blog on market performance. International Journal on Computer Science and Engineering 3:176–182Google Scholar
  5. 5.
    Hsu C, Liu C, Lee Y (2010) Effect of commitment and trust towards micro blogs on consumer intention. International Journal of Electronic Business Management 4:292–303Google Scholar
  6. 6.
    Jansen B J, Zhang M, Sobel K et al (2009) Twitter power tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology 11:2169–2188Google Scholar
  7. 7.
    Kim G, Shin B, Kim K et al (2011) IT capabilities, process-oriented dynamic capabilities, and firm financial performance. Journal of the Association for Information Systems 7:487–517Google Scholar
  8. 8.
    Zhuang GJ, Liao XW, Zhang XB et al (2012) Firm’s interactive capability and interactive strategies: A framework based on internet interactive technologies. In: 2012 Annual Conference of Journal of Marketing Science 8:1–12 (In Chinese)Google Scholar
  9. 9.
    Fischer E, Reuber AR (2011) Social interaction via new social media: (How) can interactions on twitter affect effectual thinking and behavior. Journal of Business Venturing 1:1–18Google Scholar
  10. 10.
    Jin YS,Wang R, Chen XB (2011) A short-term interactive model on the relationship between interprise Micro-blogging marketing effect and followers’ number. Journal of Management Science 4:71–83 (In Chinese)Google Scholar
  11. 11.
    Yan X, Chang YP (2012) The influence mechanism of company Micro-blog strategy on consumer-brand relationship: Based on grounded theory. In: 2012 Annual Conference of Journal of Marketing Science 8:1–18 (In Chinese)Google Scholar
  12. 12.
    Sina Weibo & CIC (2012) White Paper on enterprise Micro-blog 3:1–25 (In Chinese)Google Scholar
  13. 13.
    Kaplan AM, Haenlein M (2010) Users of the world, unite! The challenges and opportunities of social media. Business Horizons 1:59–68Google Scholar
  14. 14.
    Riemer K, Richter A (2010) Tweet inside Micro-blogging in a corporate context: 23rd Bled eConference eTrust: Implications for the individual. Enterprises and Society 6:20–23Google Scholar
  15. 15.
    Lu Q (2011) Research on the influence of enterprise Micro-blogging interactivity to the brandpurchasing attitude. Zhejiang University 5:1–52 (In Chinese)Google Scholar
  16. 16.
    Subramani MR, Rajagopalan B (2003) Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM 12:300–307Google Scholar
  17. 17.
    Sheth JN (1976) Buyer-seller interaction a conceptual framework Advances in Consumer Research. Association for Consumer Research 3:382–386Google Scholar
  18. 18.
    Williams KC, Spiro RL (1985) Communication style in the salesperson-customer dyad. Journal of Marketing Research 11:434–42Google Scholar
  19. 19.
    Williams KC, Spiro RL, Fine LM (1990) The customer-salesperson dyad: An interaction/communication model and review. Journal of Personal Selling & Sales Management 3:29–43Google Scholar
  20. 20.
    Mathwick C,Wiertz C, De Ruyter K (2008) Social capital production in a virtual P3 community. Journal of Consumer Research 6:832–849Google Scholar
  21. 21.
    Van Dolen WM, Dabholkar PA, De Ruyter K (2007) Satisfaction with online commercial group chat: The influence of perceived technology attributes, chat group characteristics, and advisor communication style. Journal of Retailing 3:339–358Google Scholar
  22. 22.
    Köhler CF, Rohm AJ, Ruyter DK et al (2011) Return on interactivity: The impact of online agents on newcomer adjustment. Journal of Marketing 75:93–108Google Scholar
  23. 23.
    Guo YH, Cheng XF (2012) An empirical research on Micro-blogging marketing effectiveness influence factors. In: 2012 Annual Conference of Journal of Marketing Science 8:1–11 (In Chinese)Google Scholar
  24. 24.
    Cheng JS, Sun A, Hu DN et al (2011) An information diffusion-based recommendation framework for Micro-blogging. Journal of the Association for Information Systems 7:463–486Google Scholar
  25. 25.
    Liu LZ, Lei X, Wu SL et al (2012) What kind of information do consumers focus on: Focal information or contextual information? — A consumer study based on eye movement. In: 2012 Annual Conference of Journal of Marketing Science 8:1–15 (In Chinese)Google Scholar
  26. 26.
    Krippendorff K (2004) Content analysis: An introduction to its methodology. Thousand Oaks, CA: SageGoogle Scholar
  27. 27.
    Kwon ES, Sung YJ (2011) Follow me! Global marketers’ twitter use. Journal of Interactive Advertising 3:4–16Google Scholar

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

Personalised recommendations