The Study on Factors Affecting the Attraction of Microblog – An Empirical Study Based on Sina Microblogging Site

New media like microblogging site becomes increasingly popular in China nowadays. Microblogging site has become an important social platform for information communication, and also an important marketing channel for enterprises. However, marketing messages are often submerged in a large amount of information on microblogging sites, so how to get more attention for their marketing microblogs becomes a concern of enterprises. Based on the data from Sina Weibo, we put forward “Attraction Index of Microblog” to measure how much attention a microblog has attract. Then we used several quantitative methods like correlation analysis and association rules to find the factors affecting the attraction of microblog, in order to provide some guiding ideas for marketing users to improve the attraction of their microblogs. With empirical studies, we found that microblogs published by authenticated users are more attractive. Whether the microblog has media information does not affect the attraction of microblog. The more fans and microblogs an authenticated user has; the more attractive the user’s microblogs are. For a non-authenticated user, the number of fans somehow affects the attraction of their microblogs. The microblogs which are published at 7–10 am or 19–21 pm are more attractive.