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Title: A Model Framework for Measuring Enterprise Micro-Blogging Marketing Results
Source: International Conference on Engineering and Business Management 2012(Part 1 Enterprise Operation and Management（1）) (pp 443-446)
Author(s): Jinghuan Zhu, Institute of Economics and Management, Beijing University of Technology, Beijing , China
Aiqin Zhao, Institute of Economics and Management, Beijing University of Technology, Beijing , China
Abstract: As a new form of social media, micro-blogging marketing has became a new choice to more enterprises. At present, Marketers confuse on how to measure and analyze micro-blogging marketing results.According to combine with current situation of micro-blogging operations, The study propose a model for measuring enterprise micro-blogging marketing results based on DAGMAR model. While, methods for measuring micro-blogging marketing would be summed up.
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