What Factors Affect Official Micro-blogging Influence—an Empirical Study Based on Data from Weibo.com

With several years of development, micro-blog has become a very popular social networking platform since it came to our eyes. Nowadays, many enterprises and organizations have registered official micro-blogs to expand marketing activities since they realized the importance of micro-blogging word of mouth. However, the micro-blogging influence of different official micro-blogs varies, which has great effect on micro-blogging marketing. Based on sina micro-blog, the relationship between micro-blogging influence, micro-blogging activities and social capital in the real world of enterprises and organizations is investigated in this paper. The results show that both factors have positive effects on micro-blogging influence, which means that social capital in the real world can be transferred to the micro-blogging world and positive micro-blogging activities help improving micro-blogging influence. At last, some suggests are proposed for enterprises and organizations. Registering micro-blog early and releasing or forwarding more micro-blogs helps improve the micro-blogging influence.