基于社会化媒体的用户参与对品牌关系的影响研究

发布时间：2018-03-31 04:09

本文选题：社会化媒体　切入点：用户参与　出处：《安徽大学》2017年硕士论文

【摘要】：随着互联网技术地不断发展,传统媒体的影响力已不同以往,社会化媒体凭借自身优势快速崛起,充分渗透进现代人们的生活,改变着人们的思维模式及生活习惯。从品牌营销的角度来看,品牌可以利用社会化媒体充分展示品牌文化,讲述品牌故事,介绍产品信息,用户不仅可以在社会化媒体中搜寻浏览这些品牌主动提供的信息,也可以与有相同兴趣的其他用户交流经验,更可以选择与品牌进行直接实时的沟通,这一切都说明伴随着社会化媒体的崛起,信息传播的主控权不再受卖方的控制,极大一部分控制权转移到用户手中,用户变得强大与主动,用户更希望通过自己的努力去获取品牌相关的信息,也更乐意于积极主动的与他人分享交流自己的经验看法。用户获取与制造信息的过程实质上就是参与品牌发展的过程,用户参与在品牌发展的过程中起到至关重要的作用。用户在社会化媒体中自主产生大量品牌信息,会影响其他用户对品牌的认知与行为,正面积极地品牌信息可以吸引新用户,留存老用户,而负面消极的品牌信息经过传播发酵将对品牌造成难以预估的损失。因此品牌一方面要鼓励用户积极参与品牌活动与信息讨论,另一方面要在用户参与的过程中注重品牌关系的建设,优质的品牌关系使用户对品牌更具包容性,不仅可以减轻品牌在社会化媒体中对口碑风向标的掌控压力,更有利于降低品牌建设成本,提升品牌价值。为了更好地在社会化媒体中加强用户与品牌关系的建设,我们有必要探讨用户参与和品牌关系之间的关系。本文将以社会化媒体作为研究背景,研究用户参与对品牌关系的影响,并引入品牌体验作为中介变量。本文通过对社会化媒体、用户参与、品牌关系及品牌体验的相关文献的梳理,分析了用户参与对品牌关系作用机理的已有研究成果,结合社会化媒体的研究背景,提出了研究假设并构建了用户参与对品牌关系影响的理论模型。通过在网络上发放问卷获取样本数据,使用SPSS 21.0统计分析软件对数据进行相关性分析和回归分析,结果表明:(1)用户参与对品牌关系起到正向影响作用;(2)用户参与对品牌体验起到正向影响作用;(3)品牌体验对品牌关系起到正向影响作用;(4)在用户参与对品牌关系的影响作用中品牌体验起到完全中介作用。通过本文在社会化媒体背景中研究用户参与影响品牌关系的作用机理,所得到的研究成果,将进一步丰富品牌管理理论,且为企业在社会化媒体中开展品牌营销活动提供了理论依据,使企业能够更好适应社会化媒体带来的市场环境变化,抓住时代机遇,提升品牌价值。
[Abstract]:With the continuous development of Internet technology, the influence of traditional media has been different. Social media, with its own advantages, has emerged rapidly and penetrated into the lives of modern people. From the perspective of brand marketing, brands can use social media to fully display brand culture, tell brand stories, introduce product information. Users can not only search social media to browse the information offered by these brands, but also exchange experiences with other users who share the same interests, and can also choose to communicate directly and in real time with the brands. All this shows that with the rise of social media, the main control of information dissemination is no longer under the control of the seller, and a large part of the control is transferred to the hands of the user, and the user becomes strong and active. Users want to get brand related information through their own efforts, and are more willing to actively share their own experiences and views with others. In essence, the process of obtaining and manufacturing information is to participate in the process of brand development. User participation plays a vital role in the process of brand development. Users generate a large amount of brand information independently in social media, which will affect the cognition and behavior of other users, and positive brand information can attract new users. Old users are retained, and negative and negative brand information propagates and ferments will cause unpredictable losses to the brand. Therefore, on the one hand, the brand should encourage users to actively participate in brand activities and information discussions. On the other hand, we should pay attention to the construction of brand relationship in the process of user participation. The high quality brand relationship makes the user more inclusive of the brand, which can not only reduce the pressure on the brand to control the vane of word-of-mouth in social media. In order to better strengthen the relationship between user and brand in social media, It is necessary to explore the relationship between user participation and brand relationship. Brand experience is introduced as an intermediary variable. This paper analyzes the existing research results of the mechanism of user participation on brand relationship by combing the relevant literature on social media, user participation, brand relationship and brand experience. According to the research background of social media, this paper puts forward the research hypothesis and constructs the theoretical model of the influence of user participation on brand relationship. The correlation analysis and regression analysis of the data were carried out by using SPSS 21.0 statistical analysis software. The results show that: 1) user participation has a positive influence on brand relationship. (2) user participation has a positive impact on brand experience. Brand experience plays a full intermediary role in the influence. This paper studies the mechanism of user participation in influencing brand relationship in the context of social media. The research results will further enrich the theory of brand management and provide a theoretical basis for enterprises to carry out brand marketing activities in social media, so that enterprises can better adapt to the changes in the market environment brought about by social media. Seize the opportunity of the times and promote brand value.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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