Study On Driving Factor Of Customer Engagement In Sina Weibo Brand Page

The popularity of brand page in social network provides the possibility for the development of customer engagement behavior and relevant support from enterprises in this regard.The thesis,based on organizational support theory,concludes the driving factor of customer engagement from the enterprises side and puts forward the enterprise supporting strategic mode in brand page.Additionally,it selects the key non-economic factors,which include online training,participative decision making and social recognition,as antecedent variables,so as to select the representative customer engagement behaviors including customer support,knowledge creation,interactive sharing asoutcome variable,and to establish the conceptual model.This paper takes the sample of 375 Weibo brand page users to carry out the empirical research,and draws the conclusion that online training exerts positive effect on customer support,knowledge creation and interactive sharing,participative decision making has significant influence on customer support and interactive sharing,while social recognition has positive correlation relationship with knowledge making,interactive sharing and purchase intention.Meanwhile,this paper reveals the influencing mechanism among customer engagement behaviors,that is customer support and interactive sharing have significant influence on knowledge making.At last,this paper also discusses and clarifies the moderating effect of brand familiarity in the model.