虚拟品牌社区中的信息传播策略与消费者参与研究——以新浪企业官方微博为例
发布时间:2018-07-29 19:19
【摘要】:本文主要采用内容分析法,对网络虚拟品牌社区中的信息传播策略,特别是其中的信息类型对消费者参与的影响展开研究。在新浪企业官方微博上选取两个品牌,各抽取50条微博作为分析样本,其中品牌信息分为社交型和促销型两种,消费者参与以微博中的"评论""分享"和"点赞"作为衡量的三个维度。数据分析结果显示,社交型微博比促销型微博更受消费者欢迎,能获得更多的消费者参与。
[Abstract]:This paper mainly uses the content analysis method to study the information dissemination strategy in the virtual brand community, especially the influence of the information type on the consumer participation. Two brands were selected on Sina's official Weibo, 50 Weibo were taken as analysis samples, among which brand information was divided into two types: social type and promotion type. Consumer participation is measured by the three dimensions of "comment" and "sharing" and "likes" in Weibo. Data analysis shows that social Weibo is more popular and more popular than promotional Weibo.
【作者单位】: 江南大学设计学院;
【基金】:江南大学教师卓越工程项目“《信息设计》卓越课程建设研究”(项目编号:JGC2013146)的研究成果
【分类号】:G206
,
本文编号:2153727
[Abstract]:This paper mainly uses the content analysis method to study the information dissemination strategy in the virtual brand community, especially the influence of the information type on the consumer participation. Two brands were selected on Sina's official Weibo, 50 Weibo were taken as analysis samples, among which brand information was divided into two types: social type and promotion type. Consumer participation is measured by the three dimensions of "comment" and "sharing" and "likes" in Weibo. Data analysis shows that social Weibo is more popular and more popular than promotional Weibo.
【作者单位】: 江南大学设计学院;
【基金】:江南大学教师卓越工程项目“《信息设计》卓越课程建设研究”(项目编号:JGC2013146)的研究成果
【分类号】:G206
,
本文编号:2153727
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