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9441社交媒体（如直播、抖音、Vlog等）的快速发展促使学者们重新关注准社会互动理论。区别于传统媒体，社交媒体的通信即时性、方式互动性、内容新颖性、媒体个性化和展示场景化等特点为学者们探究媒体人物与消费者之间的准社会互动提供了新的研究内容和思路。为了更好地解释社交媒体中的准社会互动如何影响消费者的态度和行为，本文通过文献回顾，归纳了社交媒体的概念和特点、准社会互动的内涵和维度，梳理了社交媒体中准社会互动的心理机制及与营销效能的关系。本文为企业营销人员选择、管理媒体人物和为学者深入研究社交媒体的准社会互动提供了有益的思路。
社交媒体中的准社会互动与营销效能研究
摘要
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引用本文
袁登华, 高丽丹. 社交媒体中的准社会互动与营销效能研究[J]. 外国经济与管理, 2020, 42(7): 21-35.
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