To read this content please select one of the options below:

User influence and microblog marketing: a case study of Sina Weibo in China

Xiaoguang Wang (School of Mathematics and Information Engineering, Lianyungang Normal College, Lianyungang, China) (School of Economics and Management, China University of Mining and Technology, Xuzhou, China)
Yijun Gao (School of Information Studies, Dominican University, River Forest, Illinois, USA)
Zhuoyao Lu (School of Cyber Science and Engineering, Southeast University, Nanjing, China)

Library Hi Tech

ISSN: 0737-8831

Article publication date: 13 June 2023




Microblogs are communication platforms for companies and consumers that challenge companies' brand marketing strategies. This paper provides a theoretical basis for expanding microblog applications and a practical basis for improving the effectiveness of brand marketing.


The authors use factor analysis to extract the factors of microblog user influence and construct a structural equation model to reveal the interaction mechanism of the influencing factors. Additionally, the authors clarify the promotion and enhancement effects of these factors.


Microblog user influence can be converted into richness, interaction and value factors. The richness factor significantly affects the latter two, whereas the interaction factor does not affect the value factor.

Research limitations/implications

First, the sample used is limited to media industry practitioners. To increase generalizability, diverse groups should be included in future studies. Second, this model's theoretical explanatory ability can be further developed by adding other meaningful factors beyond the existing ones.


This study analyzes the factors of microblog user influence in China and validates the relevant elements. As a result, it improves the influence research on social media users and benefits the practice of information recommendation and microblog marketing.



Funding: This research was funded by Lianyungang “521” Project(Grant No. 2022), Haiyan Project of Lianyungang City (Grant No. 2020), High-level Research Project of Lianyungang Normal College (Grant No. LSZGJB202004), and Philosophy and Social Science Foundation of Jiangsu Higher Education (Grant No. 2022SJYB1896).


Wang, X., Gao, Y. and Lu, Z. (2023), "User influence and microblog marketing: a case study of Sina Weibo in China", Library Hi Tech, Vol. ahead-of-print No. ahead-of-print.



Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles