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以新浪微博中用户关注度排名前10的图书馆为分析对象,共收集441条微博正文和1 841条微博评论,采用基于扎根理论的质性研究方法分析指出,图书馆微博互动策略主要包括社会性互动和专业性互动两种。其中:社会性互动策略主要影响用户的品牌情感、品牌满意和品牌社群;专业性互动主要影响用户的品牌认知、品牌满意、品牌情感、品牌期望、品牌社群和品牌承诺。据此,提出图书馆要调动用户参与,根据不同的效果预期实施不同的互动策略,重视用户不满并及时处理,着力构建用户品牌社群并发挥其价值。
Taking the top 10 libraries in Sina microblogging as the object of analysis, a total of 441 microblogging articles and 1 841 microblogging comments were collected. According to the analysis of the qualitative research methods based on grounded theory, it is pointed out that the library microblogging interaction Strategy mainly includes two kinds of social interaction and professional interaction. Among them, the social interaction strategy mainly affects users ’brand emotion, brand satisfaction and brand community. Professional interaction mainly affects users’ brand cognition, brand satisfaction, brand emotion, brand expectation, brand community and brand promise. Therefore, it is proposed that the library should mobilize users’ participation, anticipate to implement different interactive strategies based on different effects, attach great importance to user dissatisfaction and deal with them in time, and strive to build user brand community and exert its value.