The Effects Of Interactivity Between Audiences And Firms Via Microblogging On People’s Perceptions Of Brand Trust And Brand Loyalty

With the development of information technology, business isundergoing tremendous change in the new economic era. Marketing viaInternet is rapidly popularize in the enterprises, the micro-bloggingmarketing is one of the typical representatives. For the field of marketingresearch, these changes in the practice of marketing has thrown a seriesof problems to be solved: Is micro-blogging marketing effective? Canthis mode cultivate potential customers? Moreover, what is themechanism of this mode? In order to answer these questions, thepurpose of this study is to look at the impact of interactivity betweenaudiences and firms based on micro-blogging on people’s perceptions ofbrand trust, brand attitudes, brand loyalty and intentions to try orpurchase a brand, and the impact. This study also develops a conceptualframework that identifies various interactivity dimensions that arehypothesized to affect audiences preference of brand trust and brandloyalty. Results from277samples, which indicate that:(1) Whenbidirectional between audiences and firms is high, audiences shows moreconfidence to honest, goodwill and competence dimension of a brand; inaddition, when responsiveness between audiences and firms is high,audiences shows more confidence to honest, goodwill and competencedimension of a brand.(2) When mutuality among audiences is high,audiences believe that a brand possess goodwill and competence to satisfy their consumer; whereas when responsiveness among audiences ishigh, audiences shows more possibility to trust the intention of a brand.(3) The trust that audiences shows to the capability of a brand will greatlyenhance brand loyalty for the brand; and the trust for both goodwill andhonest of a brand will enhance brand loyalty which the audiences possessas well. This study also examines the intermediation effect of brand trust.we find that brand trust fully mediates the impact of interactivity viamicro-blogging platform on brand loyalty.