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1.
传统传播环境下企业营销传播活动对用户品牌态度形成具有显著影响,但社会化媒体的发展极大地改变了企业营销传播的生态环境,现阶段企业的社会化媒体传播并未获得预期影响力,需要从理论上对企业社会化媒体传播的策略及其影响因素进行创新性研究。本文采用实验研究方法,基于企业传播信息内容主题、信息源、传播策略与用户再传播意愿和品牌态度间关系的理论假设,实证研究发现:企业社会化媒体传播对用户品牌态度有正向显著影响;信息内容主题类型、信息源、传播组合策略对用户再传播意愿有显著影响;用户再传播意愿对用户品牌态度的影响不显著等。研究结论丰富了企业社会化媒体传播的理论研究,对企业社会化媒体传播实践具有指导意义。 相似文献
2.
论社会化媒体发展趋势下的营销变革 总被引：1，自引：0，他引：1
邹立清 《科学．经济．社会》2012,30(1):83-86,93
本文通过对社会化营销与传统网络营销的比较分析,阐述社会化营销的意义与价值.重点从经典营销理论中的行为消费模式、STP营销理论、产品策略、渠道策略、促销策略、品牌营销理论等六大方面,系统分析社会化媒体发展趋势下的营销变革. 相似文献
3.
The COVID-19 pandemic has forced many organisations to undergo significant transformation, rethinking key elements of their business processes and use of technology to maintain operations whilst adhering to a changing landscape of guidelines and new procedures. This study offers a collective insight to many of the key issues and underlying complexities affecting organisations and society from COVID-19, through an information systems and technological perspective. The views of 12 invited subject experts are collated and analysed where each articulate their individual perspectives relating to: online learning, digital strategy, artificial intelligence, information management, social interaction, cyber security, big data, blockchain, privacy, mobile technology and strategy through the lens of the current crisis and impact on these specific areas. The expert perspectives offer timely insight to the range of topics, identifying key issues and recommendations for theory and practice. 相似文献
4.
Social media influencers (SMIs) as significant stakeholders are increasingly collaborating with brands to cultivate marketing campaigns. However, literature concerning the narrative strategies used by SMIs to create electronic word-of-mouth (eWOM) to introduce brands and products remains under-theorised. This research takes a theoretical perspective of marketing communication, advances the eWOM theory to develop SMIs’ eWOM model as the theoretical lens, and adopts semiotic and rhetorical approaches to identify SMIs’ narrative strategies to create eWOM to promote brands and products to consumers. By conducting a netnographic study to observe fashion bloggers’ messages concerning Western luxury brands on Chinese social media, this research identified six distinct narrative strategies that are different in linking the purpose of eWOM, assigning brands with roles in eWOM, representing the meanings associated with brands, and using modes of persuasion to convince consumers to accept these meanings. This research also proposes a model to illustrate the structure of SMIs’ narrative strategies. The results of this research have implications for the advancement of social media marketing theories and provide a foundation for future development of knowledge regarding SMIs’ narrative strategies. 相似文献
5.
以微信小程序为代表的轻量应用一定程度上改变了企业与用户之间的互动方式,如何提高“用户留存”已经成为企业进行社交媒体营销所面临的重要问题。在社交媒体情境下,小程序具有哪些特征、这些特征是否以及如何影响用户的持续使用意愿,并未得到理论界的足够重视。本研究从轻量化视角深入分析,基于信息系统成功模型与情绪理论构建了小程序轻量化特征影响用户持续使用意愿的理论模型。研究表明：信息-任务匹配、系统易用性以及服务响应性正向影响用户持续使用意愿;信息-任务匹配、服务响应性分别对用户积极情绪和流体验有促进作用,系统易用性正向影响用户流体验而对积极情绪的影响不显著;积极情绪分别在信息-任务匹配、服务响应性与用户持续使用意愿之间起到完全中介作用,流体验则完全中介了小程序轻量化特征与持续使用意愿之间的关系。研究构筑了“轻量化特征-情绪反应-行为意愿”完整的传导机制与影响路径,拓展了轻量应用持续使用、社交媒体用户情绪成因相关研究,结论对企业借助轻量应用进行社交媒体营销具有借鉴意义。 相似文献
6.
Social media analytics (SMA) is a dynamic field which has received considerable attention from both academics and management practitioners alike. A significant number of the scholarly research currently being conducted in SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who want to more strongly engage with their customers and improve business performance. However, the relationship between social media analytic practices (SMAP), customer engagement (CE), and business performance (BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a large-scale survey was conducted among senior and mid-level managers as well as consultants in the Retail and information technology (IT) industries in India. Specifically, a structured closed-ended questionnaire was administered to managers and management consultants country-wide and gathered usable responses from 281 respondents holding positions such as: Digital Marketing Executive/Digital Marketing Specialist, Management Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc. who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire addressed issues related to the way in which SMAP contribute to an enhanced business performance through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the received empirical data. On the basis of the findings our research concludes that there is a significant positive relationship between SMAP and BP mediated by CE in the Indian retail and IT industries. 相似文献
7.
基于AISAS模式的社会化媒体营销研究 总被引：1，自引：0，他引：1
社会化媒体的快速发展,引发了网络消费者行为模式的演变,即AISAS模式:A(Attention),I(Interest),S(Search),A(Action),S(Share)。基于这种模式,社会化媒体对于企业具有增强认知程度、提升品牌价值等效用。因此,企业应该高度重视并积极尝试社会化媒体营销。 相似文献
8.
《International Journal of Information Management》2014,34(2):123-132
Understanding how brands should operate on social media is very important for contemporary marketing researchers and managers. This paper argues that due to the social and networked nature of social media it is an ideal environment for brand communities. Taking a deep qualitative approach and with analysis of a vast array of data, the article articulates the existence of brand communities on social media. More importantly, it delineates five unique and relevant dimensions of brand communities based in social media. The authors advise researchers to consider these dimensions while conducting research on brand communities and social media. Further implications for practitioners and researchers are discussed. 相似文献
9.
随着“全民”微博时代的到来,各个企业高度关注这一互联网领域的革命性变化.本研究就微博给企业产品营销、品牌宣传、管理沟通带来的重大影响作为切入点,通过营销4S理论和管理沟通理论来阐述微博对当今企业营销管理发展带来的影响和改变,并指出在机遇与风险并存的微博时代下企业应该遵循“微博法则”,让微博真正成为企业便捷高效的沟通工具和营销平台. 相似文献
10.
The rise of social media has led to changes in how entrepreneurs carry out their day-to-day activities. Studies on social media and entrepreneurship are relatively new and fragmented in their focus, however there is increasing interest from academia and practitioners for further research and investigation within this area. This study systematically reviews research carried out in the domain of social media and entrepreneurship. A total of 160 papers, published between 2002 and 2018 were synthesised to identify critical theories and research methods used in the domain. Based on the extent review, an integrative framework was developed to identify relationships amongst elucidated constructs. While most papers investigated the factors that drive social media adoption and use by entrepreneurs, it was found that the use of social media by entrepreneurs had transcended marketing and it is now used in business networking, information search and crowdfunding for their business. This has led to significant impact with improved firm performance and innovation enhancement being the essential outcomes. The literature review and framework further understanding of social media and entrepreneurship research, providing a useful basis for future studies and informs practice in this area. 相似文献
11.
The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact of social media on consumer acculturation is underexplored, although the social purpose and information sharing online is utilized for a variety of social purposes. Recent studies have shown the transformation from an offline to an online context, in which social networks play an integral part in immigrants’ communications, relationships and connections. This study merges the views from a number of leading contributors to highlight significant opportunities and challenges for future consumer acculturation research influenced by social media. The research provides insights into the impact of social media on consumer acculturation. 相似文献
12.
大数据、人工智能、社交媒体等数字技术正在不断渗透和改变着创业行为和结果,但数字技术对创业活动的影响研究现在还处于探索阶段,缺乏一个系统的研究框架。基于此,本文在FT50和UTD24共52个期刊中,选取1998年至2018年近21年有关数字技术与创业活动关系的研究进行梳理,旨在揭示数字技术的内涵和属性及其对创业活动的影响。研究发现数字技术对创业活动有正面和负面影响并且挑战了现有的创业理论,包括资源基础观、动态能力、制度理论、网络理论、机会发现观和机会创造观。最后基于研究局限性及现实需求,并运用过程理论的思想构建未来的研究框架,提出未来需要重点研究的问题。 相似文献
13.
为了洞悉营销渠道研究中过去和未来最有价值的文献和研究议题,挖掘渠道研究未来可能的研究方向和研究机会,本文借用引证研究法定量分析了营销渠道研究的发展趋势和演化轨迹。研究结果显示,在营销渠道研究的过去63年中学者们主要提出了18个具有重要价值的研究议题,同时,通过定量分析探寻出该研究领域中最具影响力的20篇文献,并揭示出在未来相当一段时间内渠道关系、线上渠道和渠道治理等议题将会成为研究的新热点。研究结果有助于帮助相关学者从理论上厘清关于营销渠道我们知道些什么、过去做了些什么和未来还需要探索些什么。 相似文献
14.
老字号传统品牌正面临着当前市场和未来市场的抉择与挑战：“80后”、“90后”“新消费人群”以及未来消费人群正在离老字亏传统品牌而远去。老字号传统品牌如何应对抉择与挑战,实现传统品牌的传承与救赎？老字号传统品牌必须主动地研究市场,清醒认识市场,营销未来。实施文化营销、科技营销、时尚营销、电子商务营销策略和传统文化与国际元素的融合策略。让我们的“老字号”传统品牌,生于历史,活在当下,传承未来! 相似文献
15.
郭大勇 《科技成果管理与研究》2010,(2):83-86,97
加入WTO，我国发展市场经济的步伐明显加快，在这样的市场背景下，电力市场的变化给供电公司带来了前所未有的挑战，供电公司必须转变经营理念，开展市场营销活动。实现企业的可持续发展。本文从电力公司市场营销的必要性出发，详细分析了电力市场的供求状况，分析了公司内在的优势与劣势和环境带来的机遇与威胁，并重点提出从产品、服务、品牌、价格四个方面入手，制定科学的市场营销策略。 相似文献
16.
This article discusses how social media research may benefit from social media companies making data available to researchers through their application programming interfaces (APIs). An API is a back-end interface through which third-party developers may connect new add-ons to an existing service. The API is also an interface for researchers to collect data off a given social media service for empirical analysis. Presenting a critical methodological discussion of the opportunities and challenges associated with quantitative and qualitative social media research based on APIs, this article highlights a number of general methodological issues to be dealt with when collecting and assessing data through APIs. The article further discusses the legal and ethical implications of empirical research using APIs for data collection. 相似文献
17.
As far back as the industrial revolution, significant development in technical innovation has succeeded in transforming numerous manual tasks and processes that had been in existence for decades where humans had reached the limits of physical capacity. Artificial Intelligence (AI) offers this same transformative potential for the augmentation and potential replacement of human tasks and activities within a wide range of industrial, intellectual and social applications. The pace of change for this new AI technological age is staggering, with new breakthroughs in algorithmic machine learning and autonomous decision-making, engendering new opportunities for continued innovation. The impact of AI could be significant, with industries ranging from: finance, healthcare, manufacturing, retail, supply chain, logistics and utilities, all potentially disrupted by the onset of AI technologies. The study brings together the collective insight from a number of leading expert contributors to highlight the significant opportunities, realistic assessment of impact, challenges and potential research agenda posed by the rapid emergence of AI within a number of domains: business and management, government, public sector, and science and technology. This research offers significant and timely insight to AI technology and its impact on the future of industry and society in general, whilst recognising the societal and industrial influence on pace and direction of AI development. 相似文献
18.
基于营销理念的高校图书馆数字参考咨询服务 总被引：2，自引：0，他引：2
文章论述了高校图书馆数字参考咨询部门引入营销的必要性,指出了影响数字参考咨询服务过程中营销实现的3个因素,并提出了营销动力模型.最后通过外部营销、内部营销和关系营销三方面提出了数字参考咨询服务的营销策略. 相似文献
19.
Transformative artificially intelligent tools, such as ChatGPT, designed to generate sophisticated text indistinguishable from that produced by a human, are applicable across a wide range of contexts. The technology presents opportunities as well as, often ethical and legal, challenges, and has the potential for both positive and negative impacts for organisations, society, and individuals. Offering multi-disciplinary insight into some of these, this article brings together 43 contributions from experts in fields such as computer science, marketing, information systems, education, policy, hospitality and tourism, management, publishing, and nursing. The contributors acknowledge ChatGPT’s capabilities to enhance productivity and suggest that it is likely to offer significant gains in the banking, hospitality and tourism, and information technology industries, and enhance business activities, such as management and marketing. Nevertheless, they also consider its limitations, disruptions to practices, threats to privacy and security, and consequences of biases, misuse, and misinformation. However, opinion is split on whether ChatGPT’s use should be restricted or legislated. Drawing on these contributions, the article identifies questions requiring further research across three thematic areas: knowledge, transparency, and ethics; digital transformation of organisations and societies; and teaching, learning, and scholarly research. The avenues for further research include: identifying skills, resources, and capabilities needed to handle generative AI; examining biases of generative AI attributable to training datasets and processes; exploring business and societal contexts best suited for generative AI implementation; determining optimal combinations of human and generative AI for various tasks; identifying ways to assess accuracy of text produced by generative AI; and uncovering the ethical and legal issues in using generative AI across different contexts. 相似文献
20.
Technology, blockchain, and initial coin offerings (ICOs) have changed the established ways of financing companies and doing business. The changes that affect organizational communications, specifically marketing communications, remain unclear, especially in the context of business-to-business (B2B) organizations. The current trend is for B2B companies to view social media as an optimal way to enhance lasting and valuable relationships with other companies. There is little research on social media marketing strategies by B2B organizations. To fill this gap, this study uses a sample of 57 B2B ICOs completed by December 2019 and qualitative comparative analysis to examine how the combined effect of four conditions related to B2B ICOs (percentage of tokens distributed, amount of funding raised, minimum investment required, and ICO price) and two conditions related to the promoter’s country (institutional efficiency and tax haven status) lead to a low Alexa Rank. While the percentage of tokens distributed and the amount of funds raised play a key role in achieving a low Alexa Rank, the minimum investment required seems to play a secondary role. Moreover, the importance of the characteristics of the B2B ICO promoter’s country depends on both the presence and the value of the conditions related to financial characteristics. 相似文献