社会化媒体下的企业信息内容对消费者信息共享的影响研究

发布时间：2018-05-20 19:47

本文选题：社会化媒体 + 品牌情感　；参考：《吉林大学》2017年硕士论文

【摘要】：随着信息技术的快速发展,新媒体的出现,给人们的生活带来了翻天覆地的变化。社会化媒体的移动化、个性化和互动化的优势,不仅成为了消费者获取信息、满足社交需求的主要工具,同时也成为了企业与终端消费者建立联系、沟通、品牌营销的重要平台。企业如何利用社会化媒体的平台,建立与维护消费者的关系是至关重要的。企业通过官方账号发布的信息内容是与消费者建立品牌关系的重要途径,通过“粉丝”的力量实现企业信息内容的共享,是企业提高品牌的影响力和竞争力快速、有效的方式。总而言之,企业信息内容能否成功的被更多的消费者知悉、传播和共享,信息内容起到了关键的作用。为了能够使企业依据自身行业、产品或服务的特点、为消费者制定具体的、有针对性的品牌推广策略。本文通过分析当下社会化媒体发展的特点和优势,结合“S-O-R”理论,研究了企业信息内容与消费者信息共享之间的关系。为了适应社会化媒体品牌营销的发展趋势,旨在为企业在社会化媒体平台上的内容营销提供借鉴。本文以企业信息内容为前因刺激变量,将企业信息内容划分为四个观察变量,分别是信息内容的专业性、可靠性、趣味性和互动性,并引入品牌信任和品牌依恋作为中介变量,以此建立企业信息内容对消费者信息共享的研究模型。通过问卷调查,运用AMOS17.0和SPSS22.0软件进行假设检验,力图从研究的结果中能够为企业的社会化媒体营销提供有效的对策和建议。研究结果表明:企业信息内容的专业性、可靠性、趣味性和互动性对消费者品牌信任和消费者信息共享有着正向的影响关系;企业信息内容的专业性、可靠性和互动性对消费者品牌依恋有着正向的影响关系;品牌信任和品牌依恋在企业信息内容与消费者信息共享之间起着部分的中介作用。最后,本文对企业进行社会化媒体营销提出了三个方面的营销策略,一是提高信息内容的质量,引发用户关注和传播;二是重视用户间的互动,积极调动用户的参与性;三是把握信息内容的话语权,控制信息舆论的方向,希望本文的研究能够帮助企业进行社会化媒体营销提供有利的帮助。
[Abstract]:With the rapid development of information technology and the emergence of new media, people's lives have been changed dramatically. The advantages of mobile, personalized and interactive social media have not only become the main tools for consumers to obtain information and meet their social needs, but also become the main tools for enterprises to establish contact and communicate with end consumers. The important platform of brand marketing. How to use the platform of social media and how to establish and maintain the relationship between consumers is very important. The information content released by enterprises through official accounts is an important way to establish brand relationship with consumers. The sharing of enterprise information content through the power of "fans" is a fast and effective way for enterprises to improve the influence and competitiveness of brands. In a word, whether the enterprise information content can be successfully known, disseminated and shared by more consumers, the information content plays a key role. In order to enable enterprises to develop specific, targeted brand promotion strategies for consumers according to the characteristics of their own industries, products or services. By analyzing the characteristics and advantages of the current social media development and combining the theory of "S-O-R", this paper studies the relationship between enterprise information content and consumer information sharing. In order to adapt to the development trend of social media brand marketing, the purpose is to provide reference for enterprise content marketing on social media platform. In this paper, the enterprise information content is divided into four observation variables, namely, the specialty, reliability, interest and interactivity of the information content, and the brand trust and brand attachment are introduced as the intermediary variables, the enterprise information content is regarded as the antecedent stimulus variable, and the enterprise information content is divided into four observation variables. Based on this, the research model of enterprise information content to consumer information sharing is established. Through the questionnaire survey, using AMOS17.0 and SPSS22.0 software to carry on the hypothesis test, try to provide the effective countermeasure and suggestion for the enterprise's social media marketing from the research result. The results show that the professionalism, reliability, interest and interactivity of enterprise information content have a positive impact on consumer brand trust and consumer information sharing. Reliability and interactivity have positive influence on consumer brand attachment and brand trust and brand attachment play a part of intermediary role between enterprise information content and consumer information sharing. Finally, this paper puts forward three marketing strategies for enterprises to carry out social media marketing, one is to improve the quality of information content, and the other is to pay attention to the interaction between users and actively mobilize the participation of users. The third is to grasp the right of information content and control the direction of information public opinion, hoping that the research in this paper can help enterprises to carry out social media marketing to provide favorable help.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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