不同社交媒体平台上与企业相关的用户生成内容比较研究

发布时间：2019-04-16 17:47

【摘要】：随着经济、社会发展水平的不断提高,我国的网民数量和互联网普及率也在日益增加,互联网逐渐成为人们生活不可或缺的工具,人们通过互联网进行日常工作、学习、娱乐、社交、获取信息等诸多活动,以保持正常生活秩序与质量。在此背景下,社交媒体应运而生并迅猛发展,逐渐成为互联网的主流平台。在社交媒体功能日趋丰富的同时,企业开始利用社交媒体开展网络营销,以便扩大产品销售和建立良好顾客关系；消费者也不再满足于被动接受而是更加倾向于主动参与其中,因而产生了大量的用户生成内容。但由于社交媒体种类繁多、特点各异,使得企业在选择社交媒体进行营销活动时,存在一些差异与问题,导致社交媒体营销策略执行不当,直接影响营销目标和效果。对此,理论研究仍有不足,这对于企业合理选择社交媒体、制定有效的社交媒体营销策略缺乏有效指导。因此,本文拟从用户生成内容的视角出发,对不同社交媒体平台上与企业相关的用户生成内容的差异性进行研究,以期研究结论能够为企业选择不同的社交媒体进行网络营销提供理论支持和实践指导。本研究首先对国内外有关社交媒体和用户生成内容文献资料进行分析归纳,并结合与多名营销学者以及社交媒体用户的深度访谈,提炼出与企业相关的用户生成内容的测评维度,共3项指标、6个维度(数量；质量：品牌中心性、信息真实性、交流互动性、传播推广性；情感：积极、消极、中性、不清晰)；然后利用网络抓取和内容分析法对国内三个主流社交媒体平台(新浪微博、人人网、优酷网)上与两个电子产品品牌(小米和魅族)相关的用户生成内容样本进行搜集和编码,得到原始数据；接着利用统计软件对数据进行分析处理,具体包括描述性统计分析、单因素方差分析和多因素方差分析等,得到以下基本结论：首先,不同社交媒体平台上与企业相关的用户生成内容在数量、质量和情感方面存在显著差异性；其次,企业在社交媒体上采用不同的营销策略对于与企业相关的用户生成内容数量、质量和情感有一定影响。该研究结论不仅弥补了理论界对此研究的不足,同时对于企业选择社交媒体开展营销活动有现实指导意义。最后,本文讨论了本研究的局限性和未来研究方向。本文在三个层面具有较强的创新性,首先理论发展角度推动了社交媒体的对比研究,其次在研究方法角度采用了区别于传统问卷调研的内容分析法,最后在应用价值角度使社交媒体营销更加科学化、规范化。
[Abstract]:With the continuous improvement of the level of economic and social development, the number of Internet users and the popularity of the Internet in China are also increasing day by day, the Internet has gradually become an indispensable tool for people's lives, and people carry on their daily work, study, and entertainment through the Internet. Social activities, access to information and many other activities to maintain normal order and quality of life. In this context, social media emerged as the times require and rapid development, gradually become the mainstream platform of the Internet. While the social media function is becoming richer, the enterprise begins to use the social media to carry on the network marketing, in order to expand the product sale and establish the good customer relationship; Consumers are no longer satisfied with passive acceptance, but tend to actively participate in it, resulting in a large number of user-generated content. However, due to the variety and characteristics of social media, there are some differences and problems in the selection of social media marketing activities, which leads to improper implementation of social media marketing strategy, which directly affects marketing goals and effects. Therefore, there are still some deficiencies in the theoretical research, which lacks effective guidance for enterprises to choose social media reasonably and to formulate effective social media marketing strategies. Therefore, from the perspective of user-generated content, this paper studies the differences of enterprise-related user-generated content on different social media platforms. The conclusion is expected to provide theoretical support and practical guidance for enterprises to choose different social media for online marketing. This study first analyzes and summarizes domestic and foreign literature about social media and user-generated content, and combines in-depth interviews with a number of marketing scholars as well as social media users. Extract the enterprise-related user-generated content measurement dimensions, a total of three indicators, six dimensions (quantity; Quality: brand centrality, information authenticity, communication interaction, communication extension; emotion: positive, negative, neutral, unclear); Then, using web capture and content analysis, we collected and coded user-generated content samples related to two electronic product brands (Xiaomi and Meizu) on three mainstream domestic social media platforms (Sina Weibo, Renren and Youku). Obtaining raw data; Then using statistical software to analyze and process the data, including descriptive statistical analysis, one-way variance analysis and multi-factor analysis of variance, and so on, and get the following basic conclusions: first of all, There are significant differences in the quantity, quality and emotion of the user-generated content related to the enterprise on different social media platforms. Secondly, the use of different marketing strategies on social media has a certain impact on the quantity, quality and emotion of user-generated content related to the enterprise. The conclusion not only makes up for the deficiency of the theoretical research, but also has practical guiding significance for enterprises to choose social media to carry out marketing activities. Finally, this paper discusses the limitations of this study and the future research direction. This paper has strong innovation in three levels. Firstly, the theory development angle promotes the comparative research of social media, secondly, the content analysis method, which is different from the traditional questionnaire research, is adopted in the research method. Finally, in the perspective of application value, social media marketing is more scientific and standardized.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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