Managing the positive and negative characteristics of enterprise microblog to attract user to take action through the perspective of behavioural response

Tzong-Ru Lee, Jiun-Hung Lin, Liaw Wan-Chin Liao and Ting-Hsiao Yeh

International Journal of Management and Enterprise Development, 2013, vol. 12, issue 4/5/6, 363-384

Abstract: Most studies have suggested the benefits of microblogging; however, it also has negative effects, such as internet addiction and publishing of false information, which adversely impact a user's behaviour and the advantage of using it as a marketing communication channel. The negative and positive influences of microblogging on a user's behaviour response have not been systematically explored. This study uses Plurk as the research platform and selects five types of industries and two enterprise microblogs for each industry studied as research subjects to explore the positive benefits of and negative effects on the behavioural response of first-time visitors. Our empirical research validates three primary positive characteristics as well as two main negative characteristics. In different stages of the hierarchical model of consumer behavioural response, the characteristics of a commercial microblog have varied effects on attracting consumers. Finally, it suggests how the characteristics of an enterprise microblog can be managed to help attract first-time visitors.

Keywords: enterprise development; enterprise microblogs; behavioural response; microblogging; marketing channels; first-time visitors; user response; consumer response. (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (4)

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