关键词: 品牌官方微博, 个人认证微博, UGC互动效用, 即时行为, 未来行为

Abstract: Social media has profoundly influenced how businesses interact with consumers. Different from the previous researches on the sole influence path of Weibo marketing from the perspective of credibility, this article analyzes the UGC interactive utility of brand official Weibo and the personal authenticated Weibo, and compare the marketing paths of the two channels from the potential customer's perception of the blogger's credibility to their behavior responses. The empirical study shows that the perceived credibility of the brand official Weibo has a significant positive effect on the future behavior response through the UGC interactive utility, especially through UGC social utility; the perceived credibility of the personal authenticated Weibo has a significant positive impact on the immediate behavior and the future behavior through the UGC interactive utility, in which UGC social utility plays a fully mediating role. The research and comparison of the two types of Weibo marketing paths provide a reference for the development of Weibo marketing activities.

Key words: brand official Weibo, personal authenticated Weibo, UGC interactive utility, immediate behavior response, future behavior response