Empirical research on enterprise micro-blogs' word-of-mouth of Sina Weibo

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Information about a company' micro-blog is often spread by word-of-mouth. This paper uses a company micro-blog word-of-mouth model to analyze the factors affecting the number of retweets of a micro-blog, based on word-of-mouth marketing theory and a product type model. The number of retweets of a company micro-blog information is affected by the number of fans and the product type. This study uses crawled data of a company micro-blog to estimate the correlation coefficients using a panel data model. This study shows that not only do the number of fans and the increasing number of an enterprise micro-blogs influence the number of retweets, but they also have positive autocorrelation. The product type also influences the number of retweets, with greater influence for products the user has personally used than for products seen in searches.

Keywords company micro-blog word-of-mouth retweets product type

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Issue Date: 15 May 2014

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	Jing ZHANG
	Jinghua HUANG
	Bo LI
	Wei YAN

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Jing ZHANG,Jinghua HUANG,Bo LI, et al. Empirical research on enterprise micro-blogs' word-of-mouth of Sina Weibo[J]. Journal of Tsinghua University(Science and Technology), 2014, 54(5): 649-654.

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http://jst.tsinghuajournals.com/EN/ OR http://jst.tsinghuajournals.com/EN/Y2014/V54/I5/649

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