社会化媒体中的品牌危机传播研究

发布时间：2019-05-05 18:23

【摘要】：社会化媒体自诞生以来，以惊人的速度扩充着其用户群，发挥着巨大的社会影响力，，同时也被列上了品牌管理者的议事日程。本研究主要探讨在微博、社交网站、虚拟社区等社会化媒体兴盛的背景下，新的媒介环境是如何影响品牌危机信息传播的，或者说，品牌危机信息是如何在社会化媒体平台内进行流通的。与大众媒体传播时期相比，社会化媒体的主要特点是信息传播的即时性和现场感；用户创造内容；以及信息扩散依赖于使用者的人际网络。根据这些特征，本研究将重点从信息特质、受众个体以及人际网络三个视角，分别对品牌危机信息的活跃时间、受众的品牌危机信息转发意愿，以及品牌危机事件讨论网结构和成员声望开展相关的实证研究。在品牌危机信息的活跃时间研究中，研究者采用生存分析方法，刻画了微博博文的活跃曲线/风险曲线，并探讨了影响活跃时间的具体因素。结果发现，大部分博文（72%左右）的活跃周期十分短暂（1天以内）；评论数量、博文的原创性、附有图片和短链接等因素对于博文的活跃时间均具有显著影响，而博主属性特征方面的影响则并不显著。在受众的品牌危机信息转发意愿研究中，通过两个层层递进的控制实验，发现信息效价和品牌承诺对于消费者的信息转发意愿具有交互作用；对高、低承诺的消费者来说，品牌危机信息诊断性和自我呈现需求的满足这两个因素对转发意愿分别发挥不同程度的作用；此外，信息诊断性对于消费者的品牌态度也具有正向作用。在品牌危机事件讨论网结构和成员声望研究中，采用社会网络分析、层次线性模型等方法，剖析了中心度、结构洞和中间人等要素，描绘了讨论网中话语权的基本分布态势；同时发现讨论参与行为、发布的讨论内容、网络中心势和网络规模等因素对成员声望均有不同程度的影响。
[Abstract]:Since its birth, social media has expanded its user base at an astonishing rate, exerted great social influence, and has also been put on the agenda of brand managers. This study mainly discusses how the new media environment affects the dissemination of brand crisis information under the background of the prosperity of social media such as Weibo, social networking sites, virtual communities, and so on. Brand crisis information is how to circulate within the social media platform. Compared with the period of mass media communication, the main characteristics of social media are the timeliness and sense of presence of information dissemination, the creation of content by users, and the fact that information diffusion depends on the network of users. According to these characteristics, this study focuses on the active time of brand crisis information and the willingness of the audience to forward brand crisis information from three perspectives: information trait, audience individual and interpersonal network. And brand crisis event discussion network structure and member reputation to carry out relevant empirical research. In the study of the active time of brand crisis information, the researcher uses the survival analysis method to describe the active curve / risk curve of Weibo blog post, and discusses the specific factors that influence the active time. The results showed that the active cycle of most blog posts (about 72%) was very short (within 1 day); The factors such as the number of comments, originality, pictures and short links have significant effects on the active time of blog posts, but not on the characteristics of bloggers' attributes. 2) the number of comments, the originality of blog posts, pictures and short links have significant effects on the active time of blog posts. Through two progressive control experiments, it is found that the information potency and brand commitment interact with consumers' willingness to forward information in the research of the information forwarding intention of the audience in the brand crisis. For consumers with high and low commitment, the diagnostic information of brand crisis and the satisfaction of self-presenting demand play different roles in forwarding intention. In addition, diagnostic information also has a positive effect on the brand attitude of consumers. In the study of the structure and reputation of brand crisis event discussion network, using the methods of social network analysis, hierarchical linear model and so on, this paper analyzes the elements such as centrality, structure hole and intermediary, and describes the basic distribution of discourse power in the discussion network. At the same time, it is found that the factors such as discussion participation behavior, discussion content published, network centrality and network size have different effects on the reputation of members.
【学位授予单位】：上海交通大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：G206

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