The influence of company microblog interaction tactics on consumer-brand relationship

Purpose Microblog has become an important tool of social marketing since 2010. Compared with traditional blog, microblog has several distinctive features, such as ease of use, viral transmission, high interactivity and real-time communication. Microblog provides a communication platform for companies and consumers; however, it challenges companies’ consumer-brand relationship management. The purpose of this paper is to investigate the influencing mechanism of microblog interaction tactics on consumer-brand relationship. Design/methodology/approach Based on grounded theory, 66 representative companies’ posts on Weibo are collected, with 1,395 company posts and 5,959 following posts. An influence mechanism model of company microblog interaction tactics on consumer-brand relationship is proposed, then the saturation level of this mechanism is tested. Findings Results show that: first, companies adopt two types of tactics in microblog interaction: social interaction and task-oriented interaction; second, microblog interaction arises consumers’ emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumers’ emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and brand resonance; third, the influence mechanism differs among different consumer knowledge level, industry and brand awareness. Practical implications This study provides insight into the use of microblog interaction tactics. Companies may cross-use social interaction and task-oriented interaction tactics to enhance consumer-brand relationship. Companies need to produce microblog content based on the interests of consumers and further establish and improve fan feedback mechanism. Originality/value This paper constructs a model of the influence of company microblog interaction tactics on consumers. This study finds that co-creation activities initiated by companies are the new tactics to attract consumers on microblog. The finding adds new knowledge to the literature of company consumer interaction and provides a theoretical basis for the practice of microblog marketing.