关于社交媒体营销的人际传播研究——以微信为例
发布时间：2019-05-24 08:12
【摘要】：移动互联网推动社交取代搜索成为最主要的流量入口。在社交媒体上,人际传播的影响力超越了大众传播。基于社交媒体的网络社群营销构建了全新的商业生态,人际传播带来的口碑效应不断积累客户资产。关系网络的建立与维护成为营销的重点。本文对网络人际传播、社交媒体营销的相关理论研究进行梳理,重点研究社交媒体营销中人际传播的模式和异化现象,以期为相关研究和应用提供一定的参考。
[Abstract]:The mobile Internet promotes social replacement of search as the most important traffic entry. On social media, interpersonal communication has more influence than mass communication. The network community marketing based on social media has constructed a new business ecology, and the word-of-mouth effect brought by interpersonal communication continues to accumulate customer assets. The establishment and maintenance of relational network has become the focus of marketing. This paper combs the related theoretical research of network interpersonal communication and social media marketing, focusing on the mode and alienation of interpersonal communication in social media marketing, in order to provide some reference for the related research and application.
【作者单位】： 中国人民大学;
【分类号】：G206-F
[Abstract]:The mobile Internet promotes social replacement of search as the most important traffic entry. On social media, interpersonal communication has more influence than mass communication. The network community marketing based on social media has constructed a new business ecology, and the word-of-mouth effect brought by interpersonal communication continues to accumulate customer assets. The establishment and maintenance of relational network has become the focus of marketing. This paper combs the related theoretical research of network interpersonal communication and social media marketing, focusing on the mode and alienation of interpersonal communication in social media marketing, in order to provide some reference for the related research and application.
【作者单位】： 中国人民大学;
【分类号】：G206-F
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