社会化媒体营销研究述评
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外国经济与管理 2015 年 第 37 卷第 01 期, 页码：32 - 42
摘要
参考文献
摘要
在移动互联时代,越来越多的企业运用社会化媒体开展营销,而国内学术界在该领域的研究才刚刚起步。有鉴于此,本文对国外相关文献进行了梳理,介绍了社会化媒体营销的概念和类型,辨析了社会化媒体营销与传统营销的区别,探讨了社会化媒体营销对企业资产的积极效应,归纳了社会化媒体营销的策略要点,并在此基础上指出了未来的研究方向。
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[3]Castronovo C and Lei H.Social media in an alternative marketing communication model[J].Journal of Marketing Development and Competitiveness,2012,6(1):117-131.
[4]Daugherty T,et al.Exploring consumer motivations for creating user-generated content[J].Journal of Interactive Advertisings,2008,8(2):1-24.
[5]Duboff R and Wilkerson S.Social media ROI[J].Marketing Management,2010,19(4):32-37.
[6]Forbes L P and Vespoli E M.Does social media influence consumer buying behavior?An investigation of recommendations and purchases[J].Journal of Business and Economics Research,2013,11(2):107-112.
[7]Gunelius S.30-minute social media marketing:Step-by-step techniques to spread the word about your business[M].New York:Mcgraw Hill,2011:3.
[8]Kaplan A M and Haenlein M.The fairyland of Second Life:About virtual social worlds and how to use them[J].Business Horizons,2009,52(6):563-572.
[9]Kaplan A M and Haenlein M.Users of the world,unite!The challenges and opportunities of social media[J].Business Horizons,2010,53(1):59-68.
[10]Kietzmann H J,et al.Social media?Get serious!Understanding the functional building blocks of social media[J].Business Horizons,2011,54(3):241-251.
[11]Kono S.From the marketers’perspective:The interactive media situation in Japan[J].Television Goes Digital,2009,(1):57-59.
[12]Kozinets R V.The field behind the screen:Using netnography for marketing research in online communities[J].Journal of Marketing Research,2002,39(1):61-72.
[13]Kramer T.The effect of measurement task transparency on preference construction and evaluations of personalized recommendations[J].Journal of Marketing Research,2007,44(2):224-233.
[14]Liu Y.Word of mouth for movies:Its dynamics and impact on box office revenue[J].Journal of Marketing,2006,70(3):74-89.
[15]Luo X M.Quantifying the long-term impact of negative word of mouth on cash flows and stock prices[J].Marketing Science,2007,28(1):148-165.
[16]Lyons B,et al.Opinion leadership in a computer mediated environment[J].Journal of Consumer Behaviour,2005,4(5):319-330.
[17]Mangold W G and Faulds D J.Social media:The new hybrid element of the promotion mix[J].Business Horizons,2009,52(1):357-365.
[18]McAlexander J H,et al.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[19]Mohammadian M and Mohammadreza M.Identify the success factors of social media[J].International Business and Management,2012,4(2):58-66.
[20]Muniz A M and O’Guinn T C.Brand community[J].Journal of Consumer Research,2001,27(4):412-432.
[21]Nov O.What motivates wikipedians[J].Communications of the ACM,2007,50(11):60-64.
[22]Okoli C and Oh W.Investigating recognition-based performance in an open content community:A social capital perspective[J].Information and Management,2007,44(3):240-252.
[23]Sarwar A,et al.The usage of social network as a marketing tool:Malaysian Muslim consumers’perspective[J].Academic Research in Economics and Management Sciences,2013,2(1):93-102.
[24]Schau H J and Gilly M C.We are what we post?Self-presentation in personal web space[J].Journal of Consumer Research,2003,30(3):385-404.
[25]Schlosser A E.Posting versus lurking:Communicating in a multiple audience context[J].Journal of Consumer Research,2005,32(2):260-265.
[26]Seung A J.The potential of social media for luxury brand management[J].Marketing Intelligence and Planning,2012,30(7):687-699.
[27]Trusov M.Effects of word-of-mouth versus traditional marketing:Findings from an Internet social networking site[J].Journal of Marketing,2009,73(5):90-102.
[28]Tsai W H and Men L R.Cultural values reflected in corporate pages on popular social network sites in China and the United States[J].Journal of Research in Interactive Marketing,2012,6(1):42-58.
[29]Turri A M,et al.Developing affective brand commitment throng social media[J].Journal of Electronic Commerce Research,2013,14(3):201-214.
[30]Vinerean S,et al.The effects of social media marketing on online consumer behavior[J].International Journal of Business and Management,2013,8(14):66-79.
[31]Walsh P,et al.Differences in event brand personality between social media users and non-users[J].Sport Marketing Quarterly,2013,22(4):214-223.
[32]Ward J C and Ostrom A L.Complaining to the masses:The role of protest framing in customer-created complaint web sites[J].Journal of Consumer Research,2006,33(2):220-230.
[33]Ying Y P,et al.Lever-aging missing ratings to improve online recommendation systems[J].Journal of Marketing Research,2006,43(3):355-365.
引用本文
邓乔茜, 王丞, 周志民. 社会化媒体营销研究述评[J]. 外国经济与管理, 2015, 37(1): 32–42.
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