Influencing Factors of China’s Liquor Enterprises’ Communication Effect in Microblog

Abstract

This paper is to explore the factors influencing communication effect of China’s liquor enterprises in microblog. According to the 5W model, the research subjects are divided into two parts: official microblog accounts and microblog content of liquor enterprises. From the liquor enterprise official microblog, the number of fans, brand awareness, the number of original microblogs are collected. From the microblog content, content attraction, content form and content interactivity are extracted. 4940 microblog data are obtained from Sina Weibo. The proposed hypotheses are tested through multiple linear regressions. The results show that the number of fans, brand awareness and promotions have a significant effect. By group regression according to the company, significant factors includes the number of multimedia, the number of promotions and the number of @ or urls. This research provides a better understanding of communication effect of China’s liquor enterprises in microblog. Liquor companies would like to adopt the microblog platform to improve marketing ability.