基于社交网植入式广告游戏对品牌传播的影响研究  

Research on the influences of strategies of In-game advertising on brand spread based on SNS

作　　者：周洁如[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海管理科学》2014年第6期38-41,共4页Shanghai Management Science

基　　金：国家自然科学基金(71172130)"基于社交网企业启动泛关系链传播品牌研究"

摘　　要：社交网的迅猛发展以及其用户广、时效性高、粘性强等特点,为企业提供了传播品牌的极好平台。本文以文献回顾和信息传播机理为理论基础,提出了企业借助社交网植入品牌信息从而启动好友关系链传播品牌的概念模型,并以伊利舒化奶在腾讯QQ空间的植入式广告游戏为案例,分析了其植入式广告游戏的娱乐性、一致性和奖励策略,以及好友间互动产生的用户原创内容对品牌传播的影响,以此探讨了企业基于社交网发布品牌信息启动泛关系链传播品牌的机理。SNS with rapid development and its characteristics, such as a wide range of users, high timelines and strong viscosity, provides an excellent platform for enterprises to spread a brand. This paper is based on the literature review and information spreading mechanism theoretically, and proposes a conceptual model describing that an enterprise can use SNS to implant brand and initiate a relationship chain of friends to spread the brand. We take the in-game advertising of Yili Shuhua milk in Tencent Qzone for a case study, and analyse its entertainment, congruence and reward strategies and the impact of UGC generated by friends＇ interaction on the brand spreading, thus discussing a mechanism in which an enterprise can base on SNS to publish brand information and initiate a relationship chain to spread the brand.

关 键 词：社交网 植入式广告游戏 娱乐性 一致性 奖励 用户原创内容 

分 类 号：F270[经济管理—企业管理]