Transforming followers into fans: a study of Chinese users of the WeChat Official Account

Guo Lingyun; Zhang Mingli; Kang Kai; Hu Mu

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Transforming followers into fans: a study of Chinese users of the WeChat Official Account

机译：将关注者转变为粉丝：对微信公众号中国用户的研究

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Purpose - Drawing upon the social cognitive and customer engagement theories, the purpose of this paper is to investigate how individuals' simple follow, purely aiming for information but with little contribution, could affect fans behavior and make them engage in company social network (CSN). The study identifies the impact of personal motivators (follower participation motivation), environmental antecedents (perception of information quality) and individual behavior (fan engagement behavior and stickiness) on CSNs and examines the interaction relationship between the follower participation motivation and perception of information quality.

机译：目的-基于社会认知和客户参与理论，本文的目的是研究个人的单纯关注如何纯粹是为了获取信息，却贡献很少，如何影响粉丝的行为并使他们参与公司社交网络（CSN）。这项研究确定了个人动机（跟随者参与动机），环境前因（信息质量感知）和个人行为（粉丝参与行为和粘性）对CSN的影响，并研究了追随者参与动机与信息质量感知之间的相互作用关系。

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来源
《Online Information Review》 |2017年第7期|1029-1045|共17页
作者
Guo Lingyun; Zhang Mingli; Kang Kai; Hu Mu;
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作者单位

Hebei Univ Technol, Sch Econ & Management, Tianjin, Peoples R China;

Beihang Univ, Sch Econ & Management, Beijing, Peoples R China;

Hebei Univ Technol, Sch Econ & Management, Tianjin, Peoples R China;

Beihang Univ, Sch Econ & Management, Beijing, Peoples R China;

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原文格式 PDF
正文语种 eng
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关键词
Social cognitive theory; Stickiness; Company social networks (CSNs); Engagement behaviour; Participation motivation; Perception of information quality;

机译：社会认知理论僵化公司社交网络参与行为参与动机信息质量感知;

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Transforming followers into fans: a study of Chinese users of the WeChat Official Account

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