Original Articles: 2014 Vol: 6 Issue: 6
Assessing enterprise micro-blogging marketing communication effectiveness and improvement suggestions
The Internet has changed the way of traditional marketing propagation dramatically. Increasingly enterprises pay much attention on micro-blogging marketing and utilize it as a necessary tool of promotion. It has practical meaning for those enterprises analyzing the factors which influence the effect of micro-blogging marketing, therefore building better marketing strategies and enhancing the propagation. This article has drawn 40 enterprises as samples from four micro-blog platforms provided by Sina, Tencent and the other two corporations, using multivariate linear regression analysis based on the micro-blogging marketing effect evaluation, and make suggestions that assist the enhancement of enterprise micro-blogging marketing from the analysis result.