受众心理对微博营销效果影响.pdfVIP

业的角度来进行微博营销，而要从受众的行为习惯、思想情感角度来进行微博 营销。三是要关注微博的情感经营，避免生硬营销。 本文的创新之处在于：从受众心理的焦度来探讨微博营销的效果，运用个 体心理学中的符号互动理论、可能自我理论以及马斯洛需求层次理论来探索受 众心理对微博营销效果的影响因素；并从社会心理学中从众心理来分析受众对 微博营销的反应以及应对策略。对企业进行微博营销具有现实的指导意义和启 发。 关键词：受众心理；微博营销；影响因素 Abstract Wimthecontinuous ofIntemet media developmenttechnology，newplatforms in isthemost ofthenew largenumbers，today’Smicrobloggingtypicalrepresentative isthe ofthe media．“Microbloggingpulse functionsof commentedthe informationdisseminationmicrobogging．A powerful ofthe has microblogging．portal—SinaMicrobloggingalready typicalrepresentative over5billion usersinlessthan4 hasover350million registered years．Twitter dollarsincomein2012 and business．The throughadvertisingpromotion great successofTwitterhasshoweda fordomestic goodprospects Microblogging thesisuses and enterprise．This marketingtheory microbloggingmarketing individual andsocial toillustratethe combining psychology paychologytheory effectfactorsof article acombinationof microblogging．Theemployed quantitative catualcasesto the and researchmethodsaswellasthe analyzetopic． qualitative decidetouesthefeaturesof suchas now，so Microblogging Right manyenterprises thosenot actualmovealsohelda andefficient．Even in