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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
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伴随着社会化媒体的普及,企业日益注重虚拟品牌社区的建设,借此向顾客展示产品独特价值,以期形成良好的口碑传播效应。通过采用扎根理论研究方法,搜集社区评论信息作为经验资料,并进行编码分析,提炼出互动体验、社区归属感以及品牌定位等范畴,阐释了顾客参与价值共创与品牌形象塑造的关系。研究表明,产品价值共创包括价值认知以及用户需求等核心要素,且有利于形成良好的品牌文化,而品牌形象的塑造则依赖于创新产品及建构以用户价值交互为基础的生态圈,顾客参与价值共创有助于品牌形象的塑造,企业应围绕产品创新打造虚拟品牌社区,强化顾客互动体验,并建立完善的信息沟通机制,引导顾客积极参与价值共创。 相似文献
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旅游网站顾客信任感影响因素的实证研究 总被引：1，自引：0，他引：1
本文讨论影响旅游电子商务网站顾客信任感的主要因素。在文献研究和访谈调查的基础上,笔者进行了问卷调查。通过对所得的有效数据进行因子分析和多元回归分析,结果表明：（1）顾客对旅游电子商务网站的信任感主要受到网站的服务质量（其中包括网站设计、服务可靠性、隐私和安全、客户服务）、顾客对网站的熟悉程度、网站的声誉等6个因子的影响。（2）这6个因子对顾客网上信任感的影响程度从大到小依次为：网站的声誉、隐私和安全、熟悉程度、服务可靠性、客户服务、网站设计。 相似文献
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This study enhances the existing literature on online trust by integrating the consumers’ product evaluations model and technology adoption model in e-commerce environments. In this study, we investigate how perceived value influences the perceptions of online trust among online buyers and their willingness to repurchase from the same website. This study proposes a research model that compares the relative importance of perceived value and online trust to perceived usefulness in influencing consumers’ repurchase intention. The proposed model is tested using data collected from online consumers of e-commerce. The findings show that although trust and e-commerce adoption components are critical in influencing repurchase intention, product evaluation factors are also important in determining repurchase intention. Perceived quality is influenced by the perceptions of competitive price and website reputation, which in turn influences perceived value; and perceived value, website reputation, and perceived risk influence online trust, which in turn influence repurchase intention. The findings also indicate that the effect of perceived usefulness on repurchase intention is not significant whereas perceived value and online trust are the major determinants of repurchase intention. Major theoretical contributions and practical implications are discussed. 相似文献
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提出了网上团购环境下消费者信任影响因素模型,这些因素包括网上社区、客户响应、网络安全、卖家能力、卖家正直、卖家善意、自我效能和情景规范。运用问卷调查数据对模型进行了拟合,结果表明,卖家善意、情景规范、网络安全、客户响应、网上社区显著影响消费者信任,其中卖家善意和情景规范是最重要的影响因素。据此提出提升消费者信任的对策建议,一是卖家塑造善意形象;二是卖家和团购网站团结协作保证情景规范;三是团购网站致力于网络安全、客户响应和网络社区的经营。 相似文献
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Electronic word-of-mouth (eWOM) has been identified as a key factor affecting online sales. However, the factors leading to eWOM in the open-market context are not fully understood. Since many Internet vendors have adopted the open-market business model, it is essential to understand the factors for eWOM leading to the success of open-market business. This study investigates factors affecting eWOM in the open-market context based on a sequential combination of qualitative and quantitative research methods. The exploratory findings in the qualitative study form the basis for the quantitative study survey research. The findings from this mixed methods study indicate the significance of three new factors (information-sharing desire, self-presentation desire, and open-market reward) and two established factors (open-market satisfaction and open-market loyalty) affecting eWOM directly and indirectly. This study makes a useful contribution to the broader literature on eWOM. These findings also inform open-market providers as to how to promote and manage eWOM for online business success. 相似文献
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在社会化媒体时代,如何在创新社区的海量数据环境中识别出领先用户,是企业从创新社区中获取价值的关键问题。本文从语言风格的视角出发,首先通过内容分析法探索了创新社区中领先用户表达的典型语言风格特征,即成就需求、未来导向、积极情绪和集体主义。其次,收集了355名创新社区用户所发表的47310篇帖子,利用自动文本分析方法对其中包含的积极情绪、集体主义和未来导向语言风格进行了测量,并验证了这四种语言风格与用户领先性的关系。研究结果表明,创新社区用户生成内容中所表现的语言风格起到了“信号”的作用：除了集体主义之外,成就需求、未来导向和积极情绪的语言风格都与用户领先性有显著的正向关系,可以作为识别领先用户的有效指标。最后,讨论了基于语言风格的领先用户识别机制的理论意义和实践价值。 相似文献
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网络论坛是重要的网络信息平台,本文从网站整体层次、版块层次和主题层次对影响网络论坛质量的因素进行一一阐述,比较全面的总结和解释了影响因素意义和特点。最后从网络论坛用户、网络论坛管理者、合作机构和学术研究机构几个角度分析了对网络论坛质量的研究的重要性,阐明了评价网络论坛质量的影响因素的应用价值。 相似文献
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《Information processing & management》2023,60(1):103136
Value creation and acquisition are pivotal for continuous participation in online communities and thus have become goals that brand companies strive to develop in online brand communities (OBCs). Prior studies, however, predominately adopted the goods-dominant logic to assess the role of OBC members’ value perceptions in their value experiences. Such an approach overlooks the fact that one's value experiences in OBCs manifest in the co-creation with the brand and with other OBC members, benefiting from technology platforms and one's community motives. We thus draw on the service-dominant logic to formulate a research model with seven research hypotheses. These hypotheses depict relationships among five research constructs, in which (1) OBC continuance intention serves as the ultimate dependent variable, (2) brand engagement and co-creation experience represent OBC members’ value experiences in consumer-to-brand and consumer-to-consumer interactions, respectively, and (3) social media affordances and members’ OBC identification serve as the antecedents of OBC members’ value experiences. We used the Amazon MTurk platform to collect 246 valid samples worldwide that represent general OBC members. We adopted PLS-SEM to assess the measurement model and test the proposed hypotheses. Our findings indicate that co-creation experience and brand engagement are pivotal value experiences that can increase OBC continuance intention. In addition, social media affordances and OBC identification are instrumental to both value experiences through their facilitation of technology-mediated and communal interactions for resource integration and service exchange among OBC members and the brand. This study sheds light on OBC research by identifying the central role of brand engagement and co-creation experience in OBC continuance. We also discuss theoretical and practical implications and provide future research suggestions. 相似文献
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【目的/意义】通过研究微博社区网民的情感交互与舆情观点,有助于在复杂的网络中掌握网民情绪演化从而良性引导网络舆情态势。【方法/过程】基于传播动力学、社会安全阀等理论,结合微博社区中的实际案例,定义事件利益主体并抽象出事件演化的全生命周期,同时,构建SIR演化博弈模型刻画网民情绪的动态演化规律及主体决策博弈演化过程,并通过仿真模拟分析得到系统演化至稳定状态的均衡条件。【结果/结论】结果表明:微博社区中意见领袖与官方媒体感知收益与风险的敏感度对决策行为产生显著影响;官方媒体及时设置有效议程构建安全阀能够防止网民情绪恶化;意见领袖与官方媒体的协同引导能够最大效度地帮助政府管控网络舆情。 相似文献
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《Information processing & management》2023,60(3):103299
Understanding the effects of gender-specific emotional responses on information sharing behaviors are of great importance for swift, clear, and accurate public health crisis communication, but remains underexplored. This study fills this gap by investigating gender-specific anxiety- and anger-related emotional responses and their effects on the virality of crisis information by creatively drawing on social role theory, integrated crisis communication modeling, and text mining. The theoretical model is tested using two datasets (Changsheng vaccine crisis with 2,423,074 textual data and COVID-19 pandemic with 893,930 textual data) collected from Weibo, a leading social media platform in China. Females express significantly high anxiety and anger levels (p value<0.001) during the Changsheng fake vaccine crisis, while express significantly higher levels of anxiety during COVID-19 than males (p value<0.001), but not anger (p value=0.13). Regression analysis suggests that the virality of crisis information is significantly strengthened when the level of anger in posts of males is high or the level of anxiety in posts of females is high for both crises. However, such gender-specific virality differences of anger/anxiety expressions are violated once females have large numbers of followers (influencers). Furthermore, the gender-specific emotional effects on crisis information are more significantly enhanced for male influencers than female influencers. This study contributes to the literature on gender-specific emotional characteristics of crisis communication on social media and provides implications for practice. 相似文献
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专业虚拟社区是知识传播、分享和创造的有效载体,也是成员构建网络人际互动关系的平台。国内外学者已经开始展开虚拟社区成员的社会网络关系研究,但是成员线下互动关系对线上知识分享行为是否存在或存在何种影响作用目前还没有得到充分的关注。构建了成员线下互动关系和成员个人参与、社区管理水平与成员知识贡献水平的影响模型,通过在线问卷调查获得224份有效问卷,采用层次回归分析证实了成员线下互动关系对线上知识贡献水平具有显著直接影响和调节作用。丰富了社会关系理论在互联网领域的研究成果,对专业虚拟社区的知识传播和创造具有重要的指导意义。 相似文献
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Caroline Haythornthwaite 《The Information Society》2001,17(3):211-226
A computer-mediated group is a complex entity whose members exchange many types of information via multiple means of communication in pursuit of goals specific to their environment. Over time, they coordinate technical features of media with locally enacted use to achieve a viable working arrangement. To explore this complex interaction, a case study is presented of the social networks of interactions and media use among members of a class of computer-supported distance learners. Results show how group structures associated with project teams dominated who communicated with whom, about what, and via which media over the term, and how media came to occupy their own communication niches: Webboard for diffuse class-wide communication; Internet Relay Chat more to named others but still for general communication across the class; and e-mail primarily for intrateam communication. Face-to-face interaction, occurring only during a short on-campus session, appears to have had a catalytic effect on social and emotional exchanges. Results suggest the need to structure exchanges to balance class-wide sharing of ideas with subgroup interactions that facilitate project completion, and to provide media that support these two modes of interaction. 相似文献
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《普罗米修斯》2012,30(3):221-228
Interpersonal and media storytelling were crucial to information dissemination about the September 11 tragedies. The storytelling processes through which urban residents are transformed into members of a broader community are illustrated by their connections to media and their participation in neighborhood discussions and community organizations after September 11. This study demonstrates how a communication infrastructure approach contributes to understanding participation in civil society after September 11. 相似文献
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[目的]社会化媒体与社交网络的迅猛发展,驱动银行开始在其网站中嵌入各种社会化工具,为用户提供社会化服务。在这种环境下,影响用户使用网上银行的因素较传统互联网环境相比可能会发生变化。因此本研究聚焦于社会化媒体环境,探究该环境下影响用户使用网上银行意愿的影响因素。[方法]通过情景式问卷收集用户数据,采用相关性分析、多元回归分析、方差分析等方法进行数据分析。[结果/结论]在社会化媒体环境下,信息支持不仅可以直接正向影响用户对网上银行的使用意愿,还可以通过网站设计对用户使用意愿产生间接影响;情感支持可以通过正向影响网站设计而对用户使用网上银行的意愿产生间接影响;感知有用性、感知易用性、网站设计均可以直接正向影响用户的使用意愿,而感知风险则对用户的使用意愿具有直接的负向影响。此外,主观规范虽不能直接影响用户使用网上银行的意愿,但可以通过感知有用性对其产生间接地影响。 相似文献
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《International Journal of Information Management》2016,36(1):60-72
Although building long-term, successful virtual communities is important, rare studies have examined both in- and extra-role value co-creation behaviors from the perspective of social exchange theory and equity theory. Specially, we incorporate five different online justice perceptions into our model and examine the mediating role of “sense of virtual community” between these perceived online justice antecedents and both in- and extra-role online value co-creation behavior (reflected by knowledge contribution and online community citizenship behaviors, respectively). We empirically examine the model using data from 278 members of virtual communities. The results reveal that perceived online justice leads to value co-creation behavior through sense of virtual community. The findings elicit several implications for theory and practice. 相似文献
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