Dissertation
Dissertation > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory

The Influence of Enterprise Micro-blogging Interactivity to the Brand Attitude

Author WuJiaNi
Tutor LiuZeMin
School Central South University
Course Communication
Keywords microblog interaction attitude toward brand perceive emotion purchase intention of brand
CLC G206
Type Master's thesis
Year 2013
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Based on the existing theories, the article is to define the microblog interaction, and to divide element of microblog interaction into the instrumental interaction and ideographic interaction. At the same time analyzing and defining people’s attitude toward brand to divide it into cognitive factors, emotional factors and purchase intention of brand.The research indicates that, first, in component element of microblog interaction, the instrumental interaction and the ideographic interaction are correlative aspects, they are not completely independent. One hand, the instrumental interaction does not always promote the ideographic interaction, but it can promote purchase intention of brand. On the other hand, the interpersonal relationship is related to formation of the instrumental interaction in a limited extent. Second, in the people’s purchase intention of brand, cognitive factors and emotional factors are closely related:The existence of cognitive factor depends on the emotional factor; the existence of emotional factor is independent of the cognitive factors. At the same time, the emotional factors have more obvious significance on the microblog users’ intension of brand than the cognitive factors. Third, the instrumental interaction’s influence on the microblog users’intension of brand decreased in the order of cognition, emotion, and purchase intention. The ideographic interaction’s influence on the microblog users’intension of brand decreased in the order of emotion, cognition, and purchase intention. Meanwhile the instrumental interaction has more obvious significance on cognitive factors than the ideographic interaction. The ideographic interaction has more obvious significance on emotional factors than the instrumental interaction. The ideographic interaction has more obvious significance on purchase intention of brand than the instrumental interaction.

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