粉丝因何狂热?——基于企业内容营销的社会化媒体广告传播效果研究  

Why Are Fans so Insane?—Research on the Effectiveness of Social Media Advertising on Communication Based on Enterprise Content Marketing

作　　者：郑仕勇 李文杰 刘华 Zheng Shiyong;Li Wenjie;Liu Hua(Management School,Hainan University,Haikou,570228;School of Business,Guilin University of Electronic Technology,Guilin,541004;School of Business Administration,Shandong University of Finance and Economics,Jinan,250014)

机构地区：[1]海南大学管理学院,海口570228 [2]桂林电子科技大学商学院,桂林541004 [3]山东财经大学工商管理学院,济南250014

出　　处：《珞珈管理评论》2023年第6期150-171,共22页Luojia Management Review

基　　金：中国博士后科学基金“网络效应视角下的在线医疗社区医生参与行为机制研究”(项目编号:2022M710038);广西哲学社会科学规划研究课题“乡村农文旅高质量融合促进乡村振兴的路径与政策优化”(项目编号:22FGL024);广西十四五教育科学规划重点专项课题“短视频分享对来华留学生中华文化认同的影响研究——以抖音为例”(2021ZJY1607);“研学旅行高质量发展促进乡村振兴的模式机制研究”(2022ZJY1699)。

摘　　要：社会化媒体为企业创造了良好的创新机遇和发展机会,其增强了内容营销传播的多元性,使企业更加在意和用户之间的“联结”与“共情”。有学者指出,情感型内容能够很好地建立企业和消费者间的联结关系,从而达到良好的内容营销传播效果。因此本研究通过社会化媒体中的内容营销作为切入点,深入探究信息型内容、娱乐型内容和情感型内容在内容营销领域中的传播影响效果。通过二手数据和实验法研究发现:相比享乐性产品,信息型内容营销传播模式更利于功能性产品的营销推广;相比功能性产品,娱乐型内容和情感型内容营销传播模式更利于享乐性产品的营销推广。理智动机是信息型内容和产品类型交互项对口碑推荐影响过程的中介变量;情感动机是娱乐型内容/情感型内容和产品类型交互项对口碑推荐影响过程的中介变量。The social media has created excellent opportunities for innovation and growth for business.Social media enhances the diversity of content marketing communication,and businesses place greater emphasis on“connection”and“empathy”with users.According to a number of scholars,emotional content can facilitate a strong connection between businesses and consumers,resulting in effective content marketing communication.Therefore,this study examines in depth the influence of information content,entertainment content,and emotional content within the field of content marketing,using social media content marketing as the starting point.The information content marketing communication model is more conducive to the marketing and promotion of functional products than hedonic products,according to secondary data and experimental research.The marketing communication mode of entertainment content and emotional content is more conducive to the marketing promotion of hedonic products than that of functional products.Intellectual motivation is a variable that mediates the influence of information content and product type on word-of-mouth endorsement.In the process of the interaction between entertainment content/emotional content and product type on word-of-mouth recommendation,emotional motivation is the intermediate variable.

关 键 词：内容营销 产品类型 理智动机 情感动机 口碑推荐 

分 类 号：C93[经济管理—管理学]