A Study Of The Relationship Between Microblog Users’ Self-expression And Sharing Brand Information

Weibo nowadays has become a strong information network between consumers andbetween consumers and brands. Using the functions provided by Weibo, consumers canvery easily share various kinds of information to others, to achieve the purposes ofself-expression, communication and interaction, and establish and maintain therelationship with others. Because of these qualities of weibo, the enterprises and brandshave spent more and more efforts onweibo to interact with their target consumers, buildrelationships, and to spread the brands information. Although the brand informationsharing behavior is very important for enterprise’s marketing communication in weibo, butthe existing studies in this field are still relatively lack. Therefore, this article focusing onweibo users, discusses the specific mechanisms of their self-expressing through sharingbrand informations.Firstly, this article reviewed the relevant literatures of self-expression, brand,BESC, aswell as the information sharing behaviors. Based on this, the study proposed its researchmodel and hypotheses. Taking the weibo users as the research object, this paper studied theirself-expression motivation and sharing brand information behavior. Then, using thestatistical software named SPSS19.0, this study verified the model and hypotheses, followedby the data collection and data analysis. Finally, this paper discussed the final results, andput forward some corresponding suggestions for the brands, to strengthen the weibo user’sharing behavior of brand information. The final analysis results showed that the scale hasgood reliability and validity, and the theoretical models and assumptions are also goteffective support.Weibo users’ self-expression and brand engagement in self-concept allhave a positive effect on their need for self-expression through brands. The degrees ofself-expression through brands have positive effect on sharing brand information. Thisstudy enriched the relevant theoretical research of brand information sharing, and providedsome practical significance for enterprises’ Weibo marketing.