| In recent years,sina weibo has become more and more influential,and more and more enterprises begin to carry out marketing activities on weibo.Sina weibo has gradually become an efficient social media marketing platform.However,only a few of the micro blogs released by enterprises get a large number of retweets,comments and thumb up,which play an ideal marketing role,while most of the micro blogs only get less attention.Therefore,how to improve the propagation effect of microblog and what factors affect the propagation effect of microblog have become the focus of enterprises.Firstly,on the basis of previous studies,this paper takes the social capital theory and the possibility model of information fine processing as the theoretical basis to construct the influencing factor model of the effect of enterprise microblog communication.Then,this paper obtained all the microblog data of official microblog of huawei mobile phone through Python web crawler tool,and cleaned and calculated the data.Then,this article selects the multivariate linear regression model to influence the spread of weibo effect factors in the regression analysis and the results,the inspection found that contain labels,emotional tendency,the length of the text,whether contains video,whether to contain pictures,whether to forwarding microblogging,microblogging release time and star effect factors from the microblogging forwarding number,comments and thumb up for weibo communication effect.Finally,this article analyzes from the Angle of enterprise microblogging content characteristics,according to the characteristics of the enterprise microblogging content four dimensions-text features,performance style,time,and star effect to the enterprise microblogging transmission effect,for huawei mobile phone official weibo operating personnel to provide the feasible management advice,also enrich the enterprise microblogging communication effect of related research. |
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