Microblog Marketing Research Articles

Online rural destination images: Tourism and rurality

This qualitative study investigates the online rural tourism destination image of Wuyuan, Jiangxi, a town said to have “the most beautiful countryside in China.” The study focuses on domestic rural tourism and identifies a set of themes found in the destination image of Wuyuan: resources, rewards, and expectations. Wuyuan׳s rural destination image is connected to common representations of rurality in tourism and rural imaginaries. Several ideological influences are found in the construction of Chinese rural destination images and imaginaries. Although similar, the Chinese rural image displays slight differences from the global image of idyllic rural life. This study has practical implications for the online marketing of rural areas and microblog marketing.

A Study of the Impact of Micro-Blog Marketing on Consumers’ Brand Loyalty

Micro-blog marketing has developed rapidly in our country, its commercial value is getting more and more attention by the enterprises. This paper regards the enterprise micro-blog marketing as the research context, placing the authenticity, the professional, the humanity, the brand trust and brand loyalty into a frame, setting up a theory model, putting forward the research hypothesis. In the end, this paper makes some conclusions and puts forward some suggestions on enterprise micro-blog marketing through the empirical analysis. Key words: Micro-blog marketing; Brand trust; Brand loyalty

The Impact of Microblog Marketing on Consumer Attitude and Behavior

Social media, especially microblogs, play more and more important role in our every-day lives. Using microblogs as a new e-commerce platform is an emerging trend, increasing number of enterprises use microblogs to achieve their goals of communicating and building relationship with existing and potential customers. But do marketers fully understand what customers are looking for on a corporate microblog? What are the reasons that generate peoples inclination to start and keep following brands microblog, and how does effective microblog marketing policy affect consumers attitude and behavior? In this article we take an attempt at answering these questions. Based on the previous research analysis and survey conducted for this study, this paper makes a conclusion about an impact of microblog marketing on consumers behavior and attitude, in order to help marketers understand and make the most out of the new tool they have.