Corporate Behavior And Characteristic In Social Networking Sites

With the development of Web2.0 technology, Internet has reached another peak. Among many of the Web2.0 applications, "social networking sites" is the hottest one which has the biggest number of users, widest range of influence and highest commercial value. As the world's biggest internet platform, SNS exerts huge influence on users with its openness, richness and interaction. Enterprises are special users of SNS, by analyzing who they are, how they use SNS and what they advertise through SNS, we can better understand corporate behavior and explore online marketing.This article consists of five parts. The first part discussed the background, the purpose and the meaning of studying corporate behavior in social networking sites, and the present situation of the study at home and abroad. The second part summarized users' internet behavior and the fundamental theory of SNS. The third part generalized the basic concept, history and situation of SNS, elaborated the structure, characteristics and value of SNS. The forth part which is also the emphasis of this article, compared corporate behavior in different industries on the basis of relevant data through correlation analysis, comparative analysis, Hierarchical Cluster Analysis and quantitative analysis. The result of the study revealed an obvious difference in the behavior of business users from different industries while the behavior of those from same industry shares no apparent uniformity. Also no obvious relationship between corporate behavior and fans' behavior was discovered in a variable analysis. In addition, a case study of car manufacturers was made in this part, drawing a conclusion after analyzing the content and time of publicity. The last part summed up the main points of this article and listed its deficiency.