Micro blog has become an important platform of consumer-company interaction to enhance brand loyalty. A relational model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyally, based on use and gratification theory, organization support theory and union participation theory. Results show that company interaction tactics include two forms: relational interaction and commercial interaction. Relational interaction positively influences consumers ’ perceived socioemotional support and perceived informationsupport. Commercial interaction positively influence perceived information support. Perceived socioemotional support and information support are positively related to consumer micro blog stickiness, which is positively related to brand loyalty. In sum, relational interaction is more important in attracting sticky consumers and brand loyalty. Finally, some recommendations are presented for micro blog branding.
Xing, Yan, "The Impact of Consumer-Company Micro Blog Interaction on Consumer Brand Loyalty" (2017). WHICEB 2017 Proceedings. 10.