An Empirical Study on the Relationship between the Followers´ Number and Influence of Microblogging

With the emergence of microbloggling in China, how to expand enterprise influence by microblogging marketing has been becoming a hot topic. According to AISAS theory (Attention, Interest, Search, Action, Share), this paper establishes an AR(1) model (first-order auto-regressive model) describing the relationship between the followers´ number and influence of microblogging. With data acquired from the first typical enterprise marketing case on Sina Microblog, this paper verifies the rationality of the AR(1) model by empirical analysis. Based on the obtained results, this paper makes reasonable proposals for improving enterprise influence through microblogging marketing.