企业微博活动效果的影响因素分析

摘要

In recent years, the number of microblog users has always been increasing, and microblogging as a marketing approach has al-ready been widely used by businesses. In microblogging marketing, enterprises usually use microblogging activity, so studying the influen-cing factors of the microblogging activity effect can provide enterprises with valuable reference for developing appropriate microblogging marketing strategy. Firstly, we determine the evaluation index of microblogging activities effect, which is mainly measured by the for-warding number and the number of comments. Then, we use correlation analysis, cluster analysis and decision tree classification to explore the active factors of activity effect. The empirical results show that the number of fans has a positive impact on the microblogging activity effect, and activities with a longer duration and a higher value of the award will bring better results.%对微博活动效果的影响因素进行研究能够为企业制定微博营销策略提供有价值的参考。研究确定了微博活动效果的评估指标，活动效果主要通过转发数和评论数进行衡量，进而利用相关分析、聚类分析、决策树分类，探究活动效果的影响因素。实验结果表明，粉丝数对微博活动效果具有正向影响，较长的活动持续时间和较高的活动奖品价值会带来较好的活动效果。