本文選題：社會化媒體　切入點：用戶參與　出處：《安徽大學(xué)》2017年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)地不斷發(fā)展,傳統(tǒng)媒體的影響力已不同以往,社會化媒體憑借自身優(yōu)勢快速崛起,充分滲透進現(xiàn)代人們的生活,改變著人們的思維模式及生活習(xí)慣。從品牌營銷的角度來看,品牌可以利用社會化媒體充分展示品牌文化,講述品牌故事,介紹產(chǎn)品信息,用戶不僅可以在社會化媒體中搜尋瀏覽這些品牌主動提供的信息,也可以與有相同興趣的其他用戶交流經(jīng)驗,更可以選擇與品牌進行直接實時的溝通,這一切都說明伴隨著社會化媒體的崛起,信息傳播的主控權(quán)不再受賣方的控制,極大一部分控制權(quán)轉(zhuǎn)移到用戶手中,用戶變得強大與主動,用戶更希望通過自己的努力去獲取品牌相關(guān)的信息,也更樂意于積極主動的與他人分享交流自己的經(jīng)驗看法。用戶獲取與制造信息的過程實質(zhì)上就是參與品牌發(fā)展的過程,用戶參與在品牌發(fā)展的過程中起到至關(guān)重要的作用。用戶在社會化媒體中自主產(chǎn)生大量品牌信息,會影響其他用戶對品牌的認(rèn)知與行為,正面積極地品牌信息可以吸引新用戶,留存老用戶,而負(fù)面消極的品牌信息經(jīng)過傳播發(fā)酵將對品牌造成難以預(yù)估的損失。因此品牌一方面要鼓勵用戶積極參與品牌活動與信息討論,另一方面要在用戶參與的過程中注重品牌關(guān)系的建設(shè),優(yōu)質(zhì)的品牌關(guān)系使用戶對品牌更具包容性,不僅可以減輕品牌在社會化媒體中對口碑風(fēng)向標(biāo)的掌控壓力,更有利于降低品牌建設(shè)成本,提升品牌價值。為了更好地在社會化媒體中加強用戶與品牌關(guān)系的建設(shè),我們有必要探討用戶參與和品牌關(guān)系之間的關(guān)系。本文將以社會化媒體作為研究背景,研究用戶參與對品牌關(guān)系的影響,并引入品牌體驗作為中介變量。本文通過對社會化媒體、用戶參與、品牌關(guān)系及品牌體驗的相關(guān)文獻的梳理,分析了用戶參與對品牌關(guān)系作用機理的已有研究成果,結(jié)合社會化媒體的研究背景,提出了研究假設(shè)并構(gòu)建了用戶參與對品牌關(guān)系影響的理論模型。通過在網(wǎng)絡(luò)上發(fā)放問卷獲取樣本數(shù)據(jù),使用SPSS 21.0統(tǒng)計分析軟件對數(shù)據(jù)進行相關(guān)性分析和回歸分析,結(jié)果表明:(1)用戶參與對品牌關(guān)系起到正向影響作用;(2)用戶參與對品牌體驗起到正向影響作用;(3)品牌體驗對品牌關(guān)系起到正向影響作用;(4)在用戶參與對品牌關(guān)系的影響作用中品牌體驗起到完全中介作用。通過本文在社會化媒體背景中研究用戶參與影響品牌關(guān)系的作用機理,所得到的研究成果,將進一步豐富品牌管理理論,且為企業(yè)在社會化媒體中開展品牌營銷活動提供了理論依據(jù),使企業(yè)能夠更好適應(yīng)社會化媒體帶來的市場環(huán)境變化,抓住時代機遇,提升品牌價值。
[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.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2

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