The purpose of this study is to understand how Chinese micro-blogging is used by
businesses. In this paper, I reported results of a case study investigating the
communication and interaction among Kiehl’s SINA Weibo account. I quantitatively and
qualitatively analyzed 135 corporate posts, 2443 comments by followers and Kihel’s, and
400 customers’ brand-related posts in micro-blogging. An object-action content coding
scheme had been adopted for content analysis. The research findings showed that about
47% of all kiehl’s posts were related to products and over 42% were associated with
brand; more than 54% of all followers’ comments were about product and 35% were
related to marketing. Detailed and informative posts focusing on different aspects of
products attracted followers’ attention and drove their engagement with the company and
other followers in micro-blogging. Followers had a strong desire to participate in
corporate-initiated online activities, since about 25% of followers’ comments were for
participating in this type of marketing activity, although only 6% of kiehl’s posts were
related to marketing. More than 25% of followers’ comments included a sentiment, either
a positive expression (above 21%) or a negative expression (nearly 5 %). Over 24% of all followers’ comments were asking questions mainly about products, however Kihel’s only
replied less than 28% of them which led to followers’ dissatisfaction. In general, the more
retail stores in a given location, the more followers there were. Sina Weibo can be
considered as a crucial part of integrated marketing communication for businesses to
build brand knowledge and brand relationship.
University of Minnesota M.A. thesis. July 2012. Major: Design. Advisor: Juanjuan Wu. 1 computer file (PDF); vi, 89 pages.
Investigation of micro-blogging communication patterns for fashion products: a content analysis of Kiehl’s corporate account on Sina Weibo in China..
Retrieved from the University of Minnesota Digital Conservancy,
Content distributed via the University of Minnesota's Digital
Conservancy may be subject to additional license and use
restrictions applied by the depositor.