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Managing the positive and negative characteristics of enterprise microblog to attract user to take action through the perspective of behavioural response

Author

Listed:
  • Tzong-Ru Lee
  • Jiun-Hung Lin
  • Liaw Wan-Chin Liao
  • Ting-Hsiao Yeh

Abstract

Most studies have suggested the benefits of microblogging; however, it also has negative effects, such as internet addiction and publishing of false information, which adversely impact a user's behaviour and the advantage of using it as a marketing communication channel. The negative and positive influences of microblogging on a user's behaviour response have not been systematically explored. This study uses Plurk as the research platform and selects five types of industries and two enterprise microblogs for each industry studied as research subjects to explore the positive benefits of and negative effects on the behavioural response of first-time visitors. Our empirical research validates three primary positive characteristics as well as two main negative characteristics. In different stages of the hierarchical model of consumer behavioural response, the characteristics of a commercial microblog have varied effects on attracting consumers. Finally, it suggests how the characteristics of an enterprise microblog can be managed to help attract first-time visitors.

Suggested Citation

  • Tzong-Ru Lee & Jiun-Hung Lin & Liaw Wan-Chin Liao & Ting-Hsiao Yeh, 2013. "Managing the positive and negative characteristics of enterprise microblog to attract user to take action through the perspective of behavioural response," International Journal of Management and Enterprise Development, Inderscience Enterprises Ltd, vol. 12(4/5/6), pages 363-384.
    • Handle: RePEc:ids:ijmede:v:12:y:2013:i:4/5/6:p:363-384
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    Citations

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    Cited by:

    1. Thi Mai Le & Shu-Yi Liaw, 2017. "Effects of Pros and Cons of Applying Big Data Analytics to Consumers’ Responses in an E-Commerce Context," Sustainability, MDPI, vol. 9(5), pages 1-19, May.
    2. Jean-Luc Pradel Mathurin Augustin & Shu-Yi Liaw, 2020. "Does Gender, Age and Usage Matter in Big Data’s Perception Applied in Online Tourism?," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 10(2), pages 1-1, December.
    3. Shu-Yi Liaw & Thi Mai Le, 2017. "Comparing Mediation Effect of Functional and Emotional Value in the Relationship between Pros of Applying Big Data," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 66-75, August.
    4. Shu-Yi Liaw & Thi Mai Le, 2017. "Under Interruptive Effects of Rarity and Mental Accounting, Whether the Online Purchase Intention Can Still Be Enhanced Even with Higher Search Costs and Perceived Risk," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(8), pages 160-160, July.

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