企業公益微博的品牌信任初探－以新浪微博的三家企業用戶為例

An Exploration to Brand Trust Through Microblogging Corporate Social Responsibility: A Sample of Three Business Users of Weibo

10.30386/MCR.201501_(122).0005

穀羽(Yu Gu)

企業公益傳播 ； 企業公益微博 ； 品牌信任 ； 新浪微博 ； 微博用戶 ； Brand trust ； Business users ； Corporate social responsibility communication ； Sina Weibo ； Users

新聞學研究

122期（2015 / 01 / 01）

169 - 210

繁體中文

本文以新浪微博三位企業用戶的公益微博帳戶：@戴爾公益、@中糧美好生活、@平安愛心公社為案例，搜集每位用戶在2012年連續6個月內發佈的微博，以及期間其他微博用戶回饋（評論、轉發、@功能）的數據。運用語言學工具對這些數據進行文本分析，探求企業公益微博的品牌信任，即微博用戶對企業品牌信任的表達。結果表明，傳播線下公益活動是企業公益微博建立品牌信任最主要的貢獻因素，但產品體驗與企業公益傳播的不一致則會損害品牌信任。

In this article, the author tries to explore the effect of buiding brand trust through microblogging Corporate Social Responsibility. The author samples three business users of microblogging CSR from Weibo.cn, among which are: @dellcsr, @zlgoodlife, @ditan100. Then two corpuses are built by collecting: a) the texts blogged by the business users during six consecutive months in 2012; b) the texts blogged by other Weibo users as feedback to business users (comment, forward, mention@) during the same period. With assistance of corpus linguistic tool Concordance 3.3, the author conducting qualitative context analysis to both corpuses. The result shows that the more corporate microblogs offline CSR activities, the more brand trust online stakeholders (Weibo users) express. However, this online brand trust would most likely be harmed by followers' unpleasant product experience.

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