Exploring the Effects of Weibo Marketing Strategy on Banks' Online Performance

When commercial banks do micro-blog marketing, the most important factors to determine its effects are the messages' quantity tweeted, quality and the banks' business scale. This article collected the data of 12 Chinese listed banks about their marketing by Sina micro-blog in Nov. 2014 and has concluded by regression analysis that the times of messages being forwarded, the number of comments gotten and passages about emotions of life or to broaden horizons and commercial bank's business scale play an obviously more positive role in the bank's micro-blog marketing, compared to that of likes given and advertisements in micro-blog. Then some policy suggestions are offered to commercial banks for micro-blog marketing strategies based on empirical analysis.