微博营销对品牌关系质量的影响研究
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摘要
Web 2.0时代发展至今,新型社会化媒体层出不穷。微博这一新平台当之无愧的成为目前企业最为关注的新形态,其迅速成长的用户群数量以及展示出的强大影响力吸引着企业学习开展微博营销。微博被定义为一种新型的交流方式,用户可以利用140个字以内的短句来描述现在的状态,通过网络终端如即时工具和网页或者移动终端如手机客户端或短信等形式发布,内容可以包含文字、图片、视频等多种类型。微博最大的特点在于信息传播的即时性和广泛的影响力,主要是其易于接入的特点充分利用了用户的“碎片化”时间。在对现有的企业微博账户进行调查后发现,开设企业微博账户的企业呈现出巨大的行业差异,且微博内容呈现出不同的特点。本研究基于企业微博营销呈现出将品牌拟人化和保持互动性的特征,选择从品牌关系质量的角度对微博营销的效果进行验证,并通过构建结构方程模型的方式探讨。本研究证实企业微博账户的满意度经过微博账户社群意识的中介影响,直接对微博账户的行为意向和品牌关系质量产生显著影响,且该中介影响为部分中介影响。进一步说,当对企业微博较满意的“粉丝”在感受到较强的社群意识的时候,他们倾向于继续长期和此企业微博保持联系并持续关注,也愿意花费更长的时间在该企业微博账号上,且这种影响会延伸到现实中的品牌,能够对品牌关系质量产生显著影响。品牌关系质量测量维度包括认知、情感和忠诚,由此企业微博的满意度和产生的社群意识对品牌关系质量有一定的提升。
进一步,为尝试探索影响企业微博满意度和社群意识的影响因素,本研究从微博营销的内容出发,将企业微博划分为五种拟人互动型信息,分别是建立关系信息类型、反馈交流信息类型、向外链接信息类型、促销优惠信息类型和口碑传播信息类型。并通过方差分析的方式验证了五种互动信息类型能够显著影响企业微博的社群意识,但对微博的满意程度没有显著影响。
Mass Social Media are developing rapidly following Web 2.0 fever and drawing more public attention to the Internet. As a new social media platform, micro-blog has become top concern of enterprises as its number of users has soared dramatically and exerts significant influence among the user group. Micro-blog has been defined as a new tool for communication while users can describe what he is doing within 140 characters and publish it into internet terminal through website, instant messenger as well as mobile phones (e.g. Short Messages). Contents can be edited and released in the form of texts, pictures and videos. Micro-blog stands out among other platforms because of its real-time transmission of information and extensive influence. It makes best use of users’fragile time with easy access. After research into current corporate micro-blog accounts and contents, a large amount of difference has been observed across industries. This paper aims to analyze the marketing effectiveness when enterprises are marketing through micro-blogs. Based on corporate micro-blog marketing reflects brand personification and maintains interactive features, this study uses brand relationship quality to test the effectiveness. By building up a structural equation model, it demonstrate that satisfaction towards corporate micro-blogs may have direct impact on the users’intent of behavior and brand quality via the intermediate impact from community awareness among micro-blog users. And the effect is partial intermediary. That is, while those who are satisfied with corporate micro-blogs feel a strong sense of community awareness, not only do they tend to maintain the focus on the enterprises in the long run, but they are also willing to spend more time in the corporate account in micro-blogs. Measurement for quality of brand relationship includes cognition, emotion and loyalty. Which means community awareness helps strengthen quality of brand relationship quality in three aspects.
Further, in order to find out the factor which effects the micro-blogging satisfaction and sense of community, the contents of micro-blog marketing can be categorized into five anthropomorphic interactive information types based on brand personification and maintains interactive features. They are asking for relationship, asking for feedback and contact customer service, redirecting to other media, sales and promotion, electronic word of mouth respectively. Most micro-blogs can be categorized in one of the five types after a content analysis for all existing corporate micro-blogs. Asking for relationship accounts for the majority. In order to evaluate whether the five types of interactive information may result in significant difference to marketing, this paper begins research through satisfaction and awareness of community. The results show that different types of interactive information only affect community awareness significantly, while satisfaction variable is immune. Hence, marketing via promotion in micro-blogs should be accompanied by focus on contents.
进一步,为尝试探索影响企业微博满意度和社群意识的影响因素,本研究从微博营销的内容出发,将企业微博划分为五种拟人互动型信息,分别是建立关系信息类型、反馈交流信息类型、向外链接信息类型、促销优惠信息类型和口碑传播信息类型。并通过方差分析的方式验证了五种互动信息类型能够显著影响企业微博的社群意识,但对微博的满意程度没有显著影响。
Mass Social Media are developing rapidly following Web 2.0 fever and drawing more public attention to the Internet. As a new social media platform, micro-blog has become top concern of enterprises as its number of users has soared dramatically and exerts significant influence among the user group. Micro-blog has been defined as a new tool for communication while users can describe what he is doing within 140 characters and publish it into internet terminal through website, instant messenger as well as mobile phones (e.g. Short Messages). Contents can be edited and released in the form of texts, pictures and videos. Micro-blog stands out among other platforms because of its real-time transmission of information and extensive influence. It makes best use of users’fragile time with easy access. After research into current corporate micro-blog accounts and contents, a large amount of difference has been observed across industries. This paper aims to analyze the marketing effectiveness when enterprises are marketing through micro-blogs. Based on corporate micro-blog marketing reflects brand personification and maintains interactive features, this study uses brand relationship quality to test the effectiveness. By building up a structural equation model, it demonstrate that satisfaction towards corporate micro-blogs may have direct impact on the users’intent of behavior and brand quality via the intermediate impact from community awareness among micro-blog users. And the effect is partial intermediary. That is, while those who are satisfied with corporate micro-blogs feel a strong sense of community awareness, not only do they tend to maintain the focus on the enterprises in the long run, but they are also willing to spend more time in the corporate account in micro-blogs. Measurement for quality of brand relationship includes cognition, emotion and loyalty. Which means community awareness helps strengthen quality of brand relationship quality in three aspects.
Further, in order to find out the factor which effects the micro-blogging satisfaction and sense of community, the contents of micro-blog marketing can be categorized into five anthropomorphic interactive information types based on brand personification and maintains interactive features. They are asking for relationship, asking for feedback and contact customer service, redirecting to other media, sales and promotion, electronic word of mouth respectively. Most micro-blogs can be categorized in one of the five types after a content analysis for all existing corporate micro-blogs. Asking for relationship accounts for the majority. In order to evaluate whether the five types of interactive information may result in significant difference to marketing, this paper begins research through satisfaction and awareness of community. The results show that different types of interactive information only affect community awareness significantly, while satisfaction variable is immune. Hence, marketing via promotion in micro-blogs should be accompanied by focus on contents.
引文
【1】Aaker , J , Fournier , S , and Brasel ,S A1 When good brands do bad[J ] Journal of Consumer Research ,2004 , 31 (Jun1) pp. 1-16
【2】Aggarwal, Pankaj (2004), "The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior," [J] Journal of Consumer Research, 31 (1), pp. 87-101.
【3】Akshay Java& Tim Finin, Why we Twitter: Understanding microblog usage and communities [J] , Association for Computing Machinery, 2007, pp. 56-65
【4】Allen, J., & Perrault, C.R. (1986). Analyzing intention in utterances.[M] In B.J. Grosz, K. Sparck-Jones, & B.L. Webber (Eds.), Readings in natural language processing (pp. 441–458). San Francisco: Morgan Kaufmann.
【5】Beaumont, C., 2008,“Tweet, tweet, here comes Twitter,”[J] The Telegraph, Vol. 12, pp.21.
【6】Bellah, R. N., Madsen, R., Sullivan, W. M., Swidler, A. and Tipton, S. M., 1985, Habits of the heart: individualism and commitment in American life,[M] New York: Harper and Row.
【7】Bernard J. Jasen, Mimi Zhang, Kate Sobel. The Commercial Impact of Social Mediating Technologies: Micro-blogging as Online Word-of-Mouth Branding. [J] The 27th international conference extended abstracts on Human factors in computing systems, 2009
【8】Bernard J.Jasen& Mimi Zhang. Twitter power: tweets as electronic word of mouth [J], Journal of the American Society for Information Science and Technology, 2009, pp. 2169-2 188
【9】Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A., 1993,“A dynamic process model of service quality: from expectations to behavioral intentions,”[J] Journal of Marketing Research, Vol. 30, No. 1, pp. 7-27.
【10】Boyd, Scott Golder, and Gilad Lotan (2010), "Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter," [J] Proceedings of the 43rd Hawaii International Conference on Social Systems. IEEE: Kauai, HI.
【11】Chang, Hsia C. (2010), "A New Perspective on Twitter Hashtag Use: Diffusion of Innovation Theory," [J] Proceedings of the American Society for Information Science and Technology, 47 (1), pp. 1-4.
【12】Chien-Lung Hsu, Chia-Chang Liu, Yuan-Duen Lee. Effect of Commitment and Trust Towards Micro-blogs on Consumer Behavioral Intention: A Relationship Marketing Perspective. [J] International Journal of Electronic Business Management, Vol. 8, No. 4, pp. 292-303 (2010)
【13】Cho, Soyoen (2006), "Interpersonal Communication between Brands and Consumers: A Self-Presentation Study of Corporate Blogs,”[J] New Media Conference, University of Minnesota
【14】Claes Fornell and David F. Larcker. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research. Vol. 18, No. 1, Feb., 1981. pp. 39-50.
【15】CNNIC, 2008-2009 Chinese blogging market and behavior research report, 2009, 28
【16】Cohen Anthony P. The Symbolic Construction of Community [ M ] . New York: Tavistock Publications, 1985.
【17】Crosby, L. A., Evans, K. R. and Cowles, D., 1990,“Relationship quality in services selling: An interpersonal influence perspective,”[J] Journal of Marketing, Vol. 54, No. 3, pp. 68-81.
【18】Dickey, Irene J. and William F. Lewis (2009), "Consumer Generated Media: Evolving Marketing Opportunity for Consumer Engagement," [J] Society for Marketing Advances Proceedings, pp. 181-85.
【19】Eun Sook Kwon & Yongjun Sung. Follow Me! Global marketers’Twitter Use[J]. Journal of Interactive Advertising, Vol 12 No 1(Fall 2011), pp. 4-16.
【20】Fournier , S Consumers and their brands : Developing relationship theory in consumer research[J ] Journal of Consumer Research ,1998 , 24 (Mar . ) pp. 343-373
【21】Fournier, Susan (1995), "The Brand-As-Relationship Partner: An Alternative View of Brand Personality," in A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality, Jennifer Aaker and Susan Fournier, eds. [J] Advances in Consumer Research, Vol. 22, Provo, UT: Association for Consumer Research, pp. 391-95.
【22】Guthrie, Stewart (1993), Faces in the Clouds: A New Theory of Religion. [M] New York: Oxford.
【23】James H. Steiger. Structural Model Evaluation and Modification: An Interval Estimation Approach[J]. Multivariate Behavioral Research. Volume 25, Issue 2, 1990. pp. 173-180
【24】Kelleher, Tom and Barbara M. Miller (2006), "Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes," [J] Journal of Computer-Mediated Communication, 11 (2), pp. 395-414.
【25】Kreehu,D.R.S.Crutahfield & E.L.Ballaehey. Individual in Soeiety : A Text book of Social Psychology[M]. New York : Mcgraw Hill. 1962:177
【26】Lai, T. J. and Chen, C. Y. 2008,“Virtual community and customer participations in user centric internet service ventures,”[J] Proceedings of the 2008 PICMET.
【27】Lam, S. Y., Shankar, V., Erramilli M. K. and Murthy, B., 2004,“Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context,”[J] Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 293-311.
【28】McAlexander, James H., John W. Schouten, and Harold F. Koenig (2002), "Building Brand Community," [J] Journal of Marketing, 66 (January), pp. 38-54.
【29】McMillan David W, Chavis David M. Sense of Community: A Definition and Theory [ J ] . Journal of Community Psychology, 1986, 14( January), pp. 6 - 23 .
【30】Porter, L. V., Trammell, S., Kaye, D., Chung, D. and Kim, E., 2007,“Blog power: Examining the effects of practitioner blog use on power in public relations,”[J] Public Relations Review, Vol. 33, No. 1, pp. 92-95.
【31】Siegler, MG (2010), "New Twitter Now Showing Full Conversations in the Side Pane," November 20, techcrunch.com, http://techcrunch.com/2010/11/20/twitter-conversations-pane/.
【32】Sui Yue, Yang Xuecheng. The potential marketing power of microblog. Communication Systems, Networks and Applications (ICCSNA), [J] 2010 Second International Conference, pp. 164-167, 2010
【33】SUNDARAM D S, MITRA K, WEBSTER C.Word-of-Mouth Communications: A Motivational Analysis [J]. Advances in Consumer Research.1998, 25(4). pp. 527-531.
【34】Thorbjornsen , H , et al1 Building brand relationships online : A comparison of two interactive applications [J] 1 Journal of Interactive Marketing, 2002, 16 (3) pp. 17 - 341
【35】董玉.传统媒体微博营销对消费者品牌态度的影响研究[D].广州:暨南大学.2010
【36】李嘉.微博时代的网络营销策略.经营管理者[J]编辑部邮箱2011年17期
【37】何佳讯品牌关系质量本土化模型的建立与验证[J]华东师范大学学报(哲社版) , 2006 , (3) : 100 - 1061
【38】卢泰宏,周志民.基于品牌关系的品牌理论:研究模型及展望[J] .商业经济与管理, 2003 , (2) :1 - 5.
【39】施光荣,范若琳.品牌关系的影响因素研究述评[J].经济研究导刊. 2009年第4期pp. 143-144
【40】闫幸,常亚平.微博研究综述.情报杂志[J]. Vol.30 No. 9. Pp61-65 Sep. 2011
【41】周志民,卢泰宏.广义品牌关系结构研究.[J]中国工业经济. 2004.11第11期. pp. 98-105
【42】周志民,张宁,李蜜.品牌关系驱动因素研究——以年轻人样本为例[J].管理学报.第6卷第10期,2009.10. pp. 1384-1391
【43】周志民.品牌关系三维结构的实证研究.[J]深圳大学学报(人文社会科学版)第21卷第5期. 2004.9. pp. 66-70
【44】周志民.品牌关系研究述评【J】.外国经济与管理. Vol.29. No.4. 2007.4. pp. 46-54
【2】Aggarwal, Pankaj (2004), "The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior," [J] Journal of Consumer Research, 31 (1), pp. 87-101.
【3】Akshay Java& Tim Finin, Why we Twitter: Understanding microblog usage and communities [J] , Association for Computing Machinery, 2007, pp. 56-65
【4】Allen, J., & Perrault, C.R. (1986). Analyzing intention in utterances.[M] In B.J. Grosz, K. Sparck-Jones, & B.L. Webber (Eds.), Readings in natural language processing (pp. 441–458). San Francisco: Morgan Kaufmann.
【5】Beaumont, C., 2008,“Tweet, tweet, here comes Twitter,”[J] The Telegraph, Vol. 12, pp.21.
【6】Bellah, R. N., Madsen, R., Sullivan, W. M., Swidler, A. and Tipton, S. M., 1985, Habits of the heart: individualism and commitment in American life,[M] New York: Harper and Row.
【7】Bernard J. Jasen, Mimi Zhang, Kate Sobel. The Commercial Impact of Social Mediating Technologies: Micro-blogging as Online Word-of-Mouth Branding. [J] The 27th international conference extended abstracts on Human factors in computing systems, 2009
【8】Bernard J.Jasen& Mimi Zhang. Twitter power: tweets as electronic word of mouth [J], Journal of the American Society for Information Science and Technology, 2009, pp. 2169-2 188
【9】Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A., 1993,“A dynamic process model of service quality: from expectations to behavioral intentions,”[J] Journal of Marketing Research, Vol. 30, No. 1, pp. 7-27.
【10】Boyd, Scott Golder, and Gilad Lotan (2010), "Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter," [J] Proceedings of the 43rd Hawaii International Conference on Social Systems. IEEE: Kauai, HI.
【11】Chang, Hsia C. (2010), "A New Perspective on Twitter Hashtag Use: Diffusion of Innovation Theory," [J] Proceedings of the American Society for Information Science and Technology, 47 (1), pp. 1-4.
【12】Chien-Lung Hsu, Chia-Chang Liu, Yuan-Duen Lee. Effect of Commitment and Trust Towards Micro-blogs on Consumer Behavioral Intention: A Relationship Marketing Perspective. [J] International Journal of Electronic Business Management, Vol. 8, No. 4, pp. 292-303 (2010)
【13】Cho, Soyoen (2006), "Interpersonal Communication between Brands and Consumers: A Self-Presentation Study of Corporate Blogs,”[J] New Media Conference, University of Minnesota
【14】Claes Fornell and David F. Larcker. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research. Vol. 18, No. 1, Feb., 1981. pp. 39-50.
【15】CNNIC, 2008-2009 Chinese blogging market and behavior research report, 2009, 28
【16】Cohen Anthony P. The Symbolic Construction of Community [ M ] . New York: Tavistock Publications, 1985.
【17】Crosby, L. A., Evans, K. R. and Cowles, D., 1990,“Relationship quality in services selling: An interpersonal influence perspective,”[J] Journal of Marketing, Vol. 54, No. 3, pp. 68-81.
【18】Dickey, Irene J. and William F. Lewis (2009), "Consumer Generated Media: Evolving Marketing Opportunity for Consumer Engagement," [J] Society for Marketing Advances Proceedings, pp. 181-85.
【19】Eun Sook Kwon & Yongjun Sung. Follow Me! Global marketers’Twitter Use[J]. Journal of Interactive Advertising, Vol 12 No 1(Fall 2011), pp. 4-16.
【20】Fournier , S Consumers and their brands : Developing relationship theory in consumer research[J ] Journal of Consumer Research ,1998 , 24 (Mar . ) pp. 343-373
【21】Fournier, Susan (1995), "The Brand-As-Relationship Partner: An Alternative View of Brand Personality," in A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality, Jennifer Aaker and Susan Fournier, eds. [J] Advances in Consumer Research, Vol. 22, Provo, UT: Association for Consumer Research, pp. 391-95.
【22】Guthrie, Stewart (1993), Faces in the Clouds: A New Theory of Religion. [M] New York: Oxford.
【23】James H. Steiger. Structural Model Evaluation and Modification: An Interval Estimation Approach[J]. Multivariate Behavioral Research. Volume 25, Issue 2, 1990. pp. 173-180
【24】Kelleher, Tom and Barbara M. Miller (2006), "Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes," [J] Journal of Computer-Mediated Communication, 11 (2), pp. 395-414.
【25】Kreehu,D.R.S.Crutahfield & E.L.Ballaehey. Individual in Soeiety : A Text book of Social Psychology[M]. New York : Mcgraw Hill. 1962:177
【26】Lai, T. J. and Chen, C. Y. 2008,“Virtual community and customer participations in user centric internet service ventures,”[J] Proceedings of the 2008 PICMET.
【27】Lam, S. Y., Shankar, V., Erramilli M. K. and Murthy, B., 2004,“Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context,”[J] Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 293-311.
【28】McAlexander, James H., John W. Schouten, and Harold F. Koenig (2002), "Building Brand Community," [J] Journal of Marketing, 66 (January), pp. 38-54.
【29】McMillan David W, Chavis David M. Sense of Community: A Definition and Theory [ J ] . Journal of Community Psychology, 1986, 14( January), pp. 6 - 23 .
【30】Porter, L. V., Trammell, S., Kaye, D., Chung, D. and Kim, E., 2007,“Blog power: Examining the effects of practitioner blog use on power in public relations,”[J] Public Relations Review, Vol. 33, No. 1, pp. 92-95.
【31】Siegler, MG (2010), "New Twitter Now Showing Full Conversations in the Side Pane," November 20, techcrunch.com, http://techcrunch.com/2010/11/20/twitter-conversations-pane/.
【32】Sui Yue, Yang Xuecheng. The potential marketing power of microblog. Communication Systems, Networks and Applications (ICCSNA), [J] 2010 Second International Conference, pp. 164-167, 2010
【33】SUNDARAM D S, MITRA K, WEBSTER C.Word-of-Mouth Communications: A Motivational Analysis [J]. Advances in Consumer Research.1998, 25(4). pp. 527-531.
【34】Thorbjornsen , H , et al1 Building brand relationships online : A comparison of two interactive applications [J] 1 Journal of Interactive Marketing, 2002, 16 (3) pp. 17 - 341
【35】董玉.传统媒体微博营销对消费者品牌态度的影响研究[D].广州:暨南大学.2010
【36】李嘉.微博时代的网络营销策略.经营管理者[J]编辑部邮箱2011年17期
【37】何佳讯品牌关系质量本土化模型的建立与验证[J]华东师范大学学报(哲社版) , 2006 , (3) : 100 - 1061
【38】卢泰宏,周志民.基于品牌关系的品牌理论:研究模型及展望[J] .商业经济与管理, 2003 , (2) :1 - 5.
【39】施光荣,范若琳.品牌关系的影响因素研究述评[J].经济研究导刊. 2009年第4期pp. 143-144
【40】闫幸,常亚平.微博研究综述.情报杂志[J]. Vol.30 No. 9. Pp61-65 Sep. 2011
【41】周志民,卢泰宏.广义品牌关系结构研究.[J]中国工业经济. 2004.11第11期. pp. 98-105
【42】周志民,张宁,李蜜.品牌关系驱动因素研究——以年轻人样本为例[J].管理学报.第6卷第10期,2009.10. pp. 1384-1391
【43】周志民.品牌关系三维结构的实证研究.[J]深圳大学学报(人文社会科学版)第21卷第5期. 2004.9. pp. 66-70
【44】周志民.品牌关系研究述评【J】.外国经济与管理. Vol.29. No.4. 2007.4. pp. 46-54
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