Author(s)

Xiaohong Zhou, Jing Wang

Corresponding Author

Xiaohong Zhou

ABSTRACT

Through interviews and questionnaires, this paper makes an exploratory study on the types and motivations of consumer silence behavior in the context of microblog marketing. The results show that: in the context of microblog marketing, Chinese consumer silence behavior includes four types: defensive silence behavior, helpless silence behavior, suspicious silence behavior and prosocial silence behavior.

KEYWORDS

Consumer Silence Behavior, Microblog Marketing, Social Media