Journal of Chemical and Pharmaceutical Research (ISSN : 0975-7384)

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Original Articles: 2014 Vol: 6 Issue: 5

Analysis and empirical study on influence factors of enterprise microblog marketing effect


The article applies the diffusion status of “repost information cascade” to measure the marketing effect of enterprise Microblog. Integrating social network information diffusion and dissemination dynamics theory, the author selects variables from three aspects of Microblog characteristics, enterprise node characteristics, repost node heterogeneity as influence factors to build the influence factor model of information cascade diffusion effect and verify the model assumption on the basis of the actual data collected in Sina Microblog. The study finds that both Microblog additional information and enterprise node characteristics have significant influence on the accumulated Microblog repost number; acceptance-type Hub node has more significant influence on information diffusion speed, while diffusion-type Hub nodes can help extend the information dissemination scale.