根据微博互动内容风格差异和意见领袖效应,研究企业领袖微博互动内容对营销传播的影响,运用线性回归方法对问卷数据进行分析。结果表明,企业领袖微博互动内容包括社会性导向和任务型导向两种风格,对营销传播均有显著正影响,且名人效应在企业领袖微博互动内容影响营销传播中起部分中介作用。 According to the differences in style and the opinion leader effect of the interaction content of Weibo, this paper studies the influence of interaction content of microblogging on marketing communication, and uses the linear regression method to analyze the questionnaire data. The results show that the interactive content of microblogging, including the social orientation and task orientation, has a significant positive impact on marketing communication, and the celebrity effect plays a partial mediating role in influencing marketing communication through interaction between the leader Twitter and the enterprise.