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Study on the Effect of Microblog Interaction Strategies of Public Libraries on Brand Relationship
Received date: 2014-09-17
Revised date: 2014-11-03
Online published: 2014-11-20
The article collects 441 posts and 1 841 follow-up from top 10 ranking public library microblogs in terms of user attention, and points out that the interaction strategies of library microblogs mainly include social interaction strategy and professional interaction strategy using qualitative method based on grounded theory. The social interaction strategy mainly influences users' brand emotion, satisfaction and community, while the professional interaction strategy influences users' brand cognition, satisfaction, emotion, community, expectation and commitment. Finally, implications for public library microblog are put forward as follows: promote users involvement, implement different interactive strategy according to different expectation, pay attention to users' dissatisfaction and deal with it timely, construct user community and play its full role.
Xiao Xue , Yan Weitao . Study on the Effect of Microblog Interaction Strategies of Public Libraries on Brand Relationship[J]. Library and Information Service, 2014 , 58(22) : 78 -83 . DOI: 10.13266/j.issn.0252-3116.2014.22.013
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