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

YAO Huili, MA Yanping, GUO Fengjuan


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


Micro-blog marketing; Brand trust; Brand loyalty

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DOI: http://dx.doi.org/10.3968%2Fj.ibm.1923842820130801.1060


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