社交媒体本土化营销资讯对用户互动的影响——以国际高端品牌为例  

The Influence of Localized Marketing Information in Social Media on Platform Users'Interaction——An Analysis on Global High-end Brands

作　　者：张婷婷 张涛 Zhang Tingting;Zhang Tao(School of Business,China University of Political Science and Law,Beijing 102249,China)

机构地区：[1]中国政法大学商学院,北京102249

出　　处：《现代情报》2021年第7期121-130,共10页Journal of Modern Information

基　　金：国家自然科学基金项目“区域制度环境、相对绩效与跨国企业子公司在华后续投资策略研究”(项目编号:71602128);中国政法大学青年教师科研基金(项目编号:1000/10819120)。

摘　　要：[目的/意义]本研究以国际高端品牌社交媒体平台官方账号发布的本土化营销资讯为例,探讨社交媒体平台本土化营销资讯对平台用户互动的影响。[方法/过程]基于VBA爬虫数据,本研究对30个国际高端品牌官方账号2010—2020年1月发布在新浪微博平台的资讯进行分类,结合本土化营销资讯与国际高端品牌独特性的社会身份,阐释了国际高端品牌官方账号发布的不同类型本土化营销资讯对平台用户互动的影响差异。[结果/结论]结果表明,国际高端品牌官方账号发布的本土化名人和娱乐活动资讯占比越高,平台用户的互动越多;而本土化产品资讯占比越高,则对国际高端品牌的社会身份形成冲击,从而降低平台用户的互动。本研究为国际高端品牌如何利用不同类型的本土化营销资讯在社交媒体平台提高平台用户活跃度和粘性提供了实证依据。[Purpose/Significance]Based on the localized marketing information posted by official accounts of global high-end brands in social media,this study examines the influence of localized marketing information on platform users'interaction.[Method/Process]Using VBA web crawler data of 30 global high-end brands between 2010 and January 2020 in Weibo,this study brought in the uniqueness of the global high-end brands and explored the effects of three types of localized marketing information posted by official accounts of the brands on platform users'interactions.[Result/Conclusion]The results showed that the larger the of localized celebrities and entertainment information posted by global high-end brands was,the more interactions of platform users would be.However,the larger the share of localized product information was,the fewer interactions of platform users would be,because the social identity of global high-end brands would be challenged.This study provides empirical evidence for global high-end brands on how to use different types of localized marketing information to increase platform users'interactions and stickiness.

关 键 词：社交媒体 用户互动 本土化名人资讯 本土化娱乐活动资讯 本土化产品资讯 国际高端品牌 

分 类 号：G252.0[文化科学—图书馆学]