The Effect of Microblog’s Content on Customer Satisfaction

Abstract

The new media marketing has show out a great potential with the rapid development of new media in recent years. As an important kind of new media, microblog has become a good platform for communication and interaction between enterprises and customers. The Xiaomi mobile phone is as an example to investigate the influence of enterprise microblog marketing on customer satisfaction. The attitudes of customers on different enterprise microblog contents are examined by combining experiment and questionnaire survey method. The results show that there is significant difference between the impact of social interaction microblog and task-oriented interaction on customer attitude. Social content is more likely to raise the attention of customers up. However, customers tend to support the product after they read task-oriented contents. Microblog has a significant impact on customer satisfaction, which should be used to build good customer relationships.