微博情境下意见领袖对企业品牌的影响力研究

发布时间：2018-05-12 06:06

本文选题：微博 + 意见领袖　；参考：《安徽财经大学》2015年硕士论文

【摘要】：伴随“互联网+”战略规划落实,我国已进入电子商务发展的黄金时期,互联网时代区别于工业化时代的显著特征之一,即虚拟世界构成新的维度,现实民众可以生活于虚拟空间中,并且其虚拟生活期限逐渐超越现实。基于时代特征与国家战略需求,传统企业生产经营模式已难以适应经济新常态,营销作为企业产品或服务与消费者接触的重要一环,吸引管理层较高的注意力与关注度。微博、微信等社会化媒体工具已成为公众生活的重要组成部分,尤其是微博信息爆炸式、病毒式传播方式以及极高的舆论影响力,备受企业营销人员认同与追捧。基于微博平台的意见领袖集传播者、影响者于一体,依靠粉丝规模效应影响受众注意力与偏好变化,因此,研究微博意见领袖对提升企业品牌影响力的实际效用具有理论与现实意义。然而,现如今国内外学者研究焦点较多的集中于微博意见领袖的监测、类别划分与特征分析等,针对其与品牌营销间关系的论证相对较少。本文采用文献阅读与实证分析、定性与定量相结合的研究方式,以所梳理总结的国内外学者与微博意见领袖、品牌影响力相关的论点、论据为理论基础,提取视觉性、专业性、交互性、活跃性为微博意见领袖的测量变量,品牌形象力、品牌说服力、品牌凝聚力为品牌影响力的评价标准,以关系强度、感知价值等情感因素为中介变量,基于人际传播理论、“沉默的螺旋”理论、社会网络理论、结构洞理论、顾客感知价值理论以及刺激——反映理论为基础,构建结构模型,设计调研问卷,并运用统计学软件SPSS20.0、AMOS21.0分析收集调研数据,验证假设的真实性。根据实证结果,得出如下结论:(1)意见领袖以微博为“基地”搭建用户间交互新模式,提升企业品牌影响力;(2)微博意见领袖赋品牌予情感价值,以规范化信息、专业性服务增强企业品牌影响力;(3)“价值”是连接微博意见领袖与用户间关系的纽带;最后,依据上述结论,为传统企业的实际营销策略提供建议与参考,并回顾论证过程中存在的局限性、未来展望及可行性研究。
[Abstract]:With the implementation of the "Internet" strategic plan, China has entered the golden period of e-commerce development. One of the remarkable characteristics of the Internet era is that the virtual world constitutes a new dimension, which is different from the industrialization era. Real people can live in virtual space, and their virtual life span gradually transcends reality. Based on the characteristics of the times and the national strategic demand, the traditional enterprise production and management mode has been difficult to adapt to the new normal economy. As an important part of the contact between the products or services of enterprises and consumers, marketing attracts the higher attention and attention of the management. Weibo, WeChat and other social media tools have become an important part of public life, especially Weibo information explosion, viral dissemination and extremely high influence of public opinion, which has been recognized and sought after by enterprise marketers. The opinion leaders based on Weibo platform gather communicators and influencers, and depend on the effect of fan size to influence the attention and preference of the audience. It is of theoretical and practical significance to study the practical utility of Weibo opinion leaders to enhance the brand influence of enterprises. However, nowadays, many scholars at home and abroad focus on the monitoring, classification and feature analysis of Weibo opinion leaders, and there are relatively few arguments on the relationship between them and brand marketing. This article adopts the literature reading and the empirical analysis, the qualitative and the quantitative research method, combs and summarizes the domestic and foreign scholars and the Weibo opinion leader, the brand influence related argument, the argument as the theoretical foundation, extracts the visual, specialized, Interactivity and activity are the measurement variables of Weibo opinion leaders, brand image power, brand persuasion, brand cohesion as the evaluation standard of brand influence, and emotional factors such as relationship intensity, perceived value as intermediary variables. Based on the interpersonal communication theory, the "spiral of silence" theory, the social network theory, the structure hole theory, the customer perception value theory and the stimulus-reflection theory, the structure model is constructed and the questionnaire is designed. The statistical software SPSS 20.0 and AMOS21.0 were used to collect the survey data to verify the validity of the hypothesis. According to the empirical results, the following conclusions can be drawn: (1) opinion leaders use Weibo as a "base" to build a new model of interaction between users, and enhance the brand influence of enterprises. (2) the opinion leaders of Weibo assign brand value to emotional value, so as to standardize the information. "value" is the link between Weibo opinion leaders and users. Finally, based on the above conclusions, it provides suggestions and references for the actual marketing strategies of traditional enterprises. The limitations, future prospects and feasibility study in the process of argumentation are reviewed.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;G206

【参考文献】