基于管理和投资者预期的社交媒体营销的财务业绩影响研究

发布时间：2018-01-06 01:01

  本文关键词：基于管理和投资者预期的社交媒体营销的财务业绩影响研究　出处：《哈尔滨工业大学》2017年博士论文　论文类型：学位论文

  更多相关文章： 社交网站 社交媒体营销 内容分析 在线参与 人格特征 公司股权价值

【摘要】：社交媒体营销也被称为是口碑营销、病毒式营销和游击营销。当今社会,社交媒体工具越来越受欢迎,并且成为各类公司常规操作的一部分:不论是初创企业、小型、中型还是大型企业都离不开社交媒体的使用。社交媒体渠道与传统的营销渠道相互配合成为一个互补的营销组合。社交媒体改变了公司和消费者之间的交流方式,管理社交网站上的品牌粉丝页面是公司正在使用的特定方式。有些客户会关注这些网页上的粉丝页面,并指出他们的喜欢关于品牌的海报,将它们分享在自己的个人主页上或简单地评论。粉丝的这些行为被称为社交媒体参与。消费者的人格特征也成为影响社交媒体(日益增多的用户生成网站)互动的重要因素。由于社交媒体在消费者群体中日益普及,公司通过商业中的社交媒体转换来利用其财务价值。组织的社交媒体财务价值量化分析是证明其有大量资源投资的关键。社交媒体使组织能够利用丰富的消费者决策信息,现代消费者决策大多依赖信息技术的进步,而这对于传统媒体而言是无法实现的。社会媒体不仅使投资者可以对公司的内容进行情感分析,而且还能够分析品牌绩效及其未来的价值。社交媒体可以帮助投资者不断更新有关其未来公司未来表现的信息,它可能是公司股权价值功能的最重要的预测指标。因此,目前的研究还从在Facebook粉丝页面上点击“喜欢”、“评论”和“分享”的行为角度评估了影响消费者社交媒体参与度的因素,并评价互动模式的中介作用,分析了文化在调节人格特质与消费者参与度之间关系的中介作用以及这种参与度对组织财务业绩的影响。本文基于社会学习理论、使用和满足理论、扎根理论、人格特征理论、扩展Fama和法国建模和Greet Hofstede的文化维度理论,本文以组织的财务绩效作为切入点,构建关于社会媒体营销对组织的财务绩效的影响的理论框架,这是整个论文的理论基础。本研究验证了社交媒体营销对组织财务绩效的影响。首先,本文验证了品牌粉丝页面帖子内容维度对品牌粉丝社交媒体参与度的影响。其次,它验证了人格特质对消费者的社交媒体参与的影响,然后提出消费者参与度对组织财务绩效的影响。此外,这项研究还验证了文化差异对这些关系的调节作用。本文基于人格特质理论、社会学习理论、使用和满足理论、扎根理论和Greet Hofstede的文化维度理论,分析了品牌帖子维度和人格特质对消费者社会媒体参与度的影响与文化的温和效应。为了验证假设,本文实证检验了五个国际快餐品牌的数据:麦当劳、肯德基、汉堡王(BK)、赛百味和达美乐,它们都在Facebook的粉丝页面上积极地宣传内容连续六个月的时间。Facebook的粉丝页面来自三个不同的国家:澳大利亚(AUS)、联合王国(UK)和美国(USA)。结果证明,粉丝专页帖子的所有决定因素对增强社交媒体参与度的适合程度不同。此外,它们的影响和强度因不同文化而有差异。结果还证明,交互模式显著地调解人格特质和社交媒体参与行为之间的关系。而且,具有相同个性特征的不同国家的消费者对Facebook品牌信息的反应不同,特别是考虑到Facebook的个人功能时。基于扩展的Fama和法国模型和向量自回归技术,本文验证了社会媒体参与度对企业的股权价值的影响,然后,当前的研究检查社交媒体的衡量标准具体在Facebook(FB)和Twitter指标是否与股票市场表现有关。然后,本文验证了社交媒体参与度对组织的财务绩效的影响。在线环境中的社交媒体指标为预测公司业绩提供了强大的客户反馈信息来源。此外,本文还检验了哪些指标有更强的关系,并探讨这些关系的动态。结果表明,社交媒体参与度直接影响企业的财务绩效。此外,FB指标是企业股权价值的重要先导指标。有趣的是,与FB指标相比,Twitter指标与组织股权价值具有显著但实质上较弱的预测关系。这项研究通过健全的理论基础加强了论文的观点,填补了社交媒体粉丝参与度文献的空缺。实证结果支持将羞怯作为个性特征纳入模型。此外,文化的调节对丰富社会媒体粉丝参与度文献做出了良好的贡献。总体而言,这项研究是理解在不同文化中影响消费者的Facebook和Twitter行为和社交媒体参与度的因素和动机的重要一步,它为有意利用Facebook和Twitter作为宣传组合战略的一部分的那些品牌的管理者提供了有益的见解。品牌粉丝页面管理员可以从我们的研究中获得制定他们的社交媒体营销策略的指导,以便决定将哪些帖子决定因素放在粉丝页面上。总的来说,当前研究为组织的高层管理人员和组织股票估值的投资者与社交媒体权力转换扩展了新视野。
[Abstract]:Social media marketing is also known as word-of-mouth marketing, viral marketing and guerrilla marketing. In today's society, social media tools are becoming more and more popular, and become a part of the regular operation of the company: whether start-ups, small, medium and large enterprises use or cannot do without the social media social media channels and traditional. The marketing channel has become a mutually complementary marketing mix. Social media has changed the way of communication between companies and consumers, brand management on the social networking site page is a particular form is used. Some customers will pay attention to these pages on the fan page, and points out their love on the brand poster, they will share in their own personal home page or simply comment. Fans of these behaviors called social media participation. The personality characteristics of consumers has become the impact of social media The body (user generated sites increasingly important factors). Due to the interaction of social media is becoming increasingly popular among consumers, the company through social media business in the conversion to use its financial value. The financial value of quantitative analysis of social media organization is proved to have a lot of resources investment. The key to social media enables organizations to use consumer the decision information rich, modern consumer decision-making relies mostly on the progress of information technology, which is impossible for traditional media. Social media can not only make investors on the company's content of sentiment analysis, but also can analyze the brand performance and its future value. Social media can help investors continue to update on its future performance of Future Ltd the information, it may be the most important predictor of equity value function. Therefore, the present study also from Fac EBook fan page click on the "love", "comments" and "sharing" behavior evaluated the impact of consumer social media participation factors, and to evaluate the mediating role of interactive mode, analyzes the cultural in mediating effects of personality traits and consumer participation in regulating the relationship between the degree and the participation effect on financial performance the social learning theory. This paper based on the theory of use and satisfaction, grounded theory, personality theory, extended Fama modeling and Greet Hofstede and France's cultural dimensions theory, based on the organization's financial performance as a starting point, the construction of theoretical framework of influence on social media marketing financial performance to the organization, which is the theoretical foundation the whole thesis. This study examined the effect of social media marketing to the organization's financial performance. Firstly, this paper verified the brand page post content dimension of goods Brand fans social media participation. Secondly, it verifies the influence of social media personality on consumer participation, and then put forward the consumer engagement impact on the organization's financial performance. In addition, this study also verifies the moderating effects of cultural differences on the relationship between personality traits. This paper based on the theory of social learning theory. Use and gratification theory, cultural dimensions theory grounded theory and Greet Hofstede, analyzed the effect of mild brand dimensions and personality traits on post consumer participation in social media influence and culture. In order to verify the hypothesis, this paper examines the five international fast food brands: McDonald's, KFC, Burger King data (BK), Subway and they are all in the Domino's, Facebook fan page to actively promote the content of.Facebook in six consecutive months of fan page from three different countries: Australia Australia (AUS), United Kingdom (UK) and America (USA). The results show that all the determinants of fans posts to enhance the social media participation for different degrees. In addition, their influence and strength in different cultures are different. The results also demonstrate that the relationship between the interactive mode significantly mediate personality traits and social media participation behavior between. Moreover, with the same personality of consumers in different countries in response to the Facebook brand information, especially considering the Facebook's function. The expansion of the Fama and the French auto regression model and vector based technology, this paper verified the impact of social media on the value of corporate equity participation then, the current study examined social media standards in the Facebook (FB) and Twitter index and the stock market performance is verified in this paper. Then, the social media participation Impact on the financial performance. In the environment of online social media index provides a powerful customer feedback information for Forecast Ltd performance. In addition, this paper also examines a stronger relationship with what kind of index, and to explore the dynamics of these relations. The results show that social media participation directly affect the company's financial performance. In addition, FB index is an important leading indicator for corporate equity value. Interestingly, compared with the FB index, Twitter index and equity value has significant prediction but the essence of the relationship is weak. This study reinforces the view through a sound theoretical foundation, social media fan participation to fill vacancies. The empirical results support the literature the shyness as a personality trait in the model. In addition, the regulation of culture made a good contribution to enrich the social media fan participation literature. Overall, this study is An important step toward understanding the consumer Facebook and Twitter behavior and social media participation factors and motivation of the influence in different cultures, it intends to use Facebook and Twitter as part of a publicity strategy that brand management provides useful insights. Brand page administrators can gain social media marketing strategy formulation their guidance from our study, in order to decide which post decision factors in fan page. In general, the current research for investors in the organization's senior management personnel and organization of the stock valuation and power conversion of social media expands the horizons.

【学位授予单位】：哈尔滨工业大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：G206;F275
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本文编号：1385594