社会化媒体时代的内容营销:概念初探与研究展望
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外国经济与管理 2013 年 第 35 卷第 06 期, 页码：61 - 72
摘要
参考文献
摘要
在社会化媒体语境下,内容营销代表了一种新的营销战略,但学术界对其尚缺乏足够的关注和深入的探讨,对内容营销概念的理解也十分模糊。本文通过对现有研究的回顾,介绍了内容营销的含义,梳理了内容营销的起源与发展,辨析了内容营销与相关概念的联系与区别,讨论了内容营销的主要维度,并提出了一些值得未来的研究深入探讨的内容营销研究主题,以期更准确地剖析内容营销概念,并推动该领域研究的发展。
②即消费者成为媒体本身。包括口碑传播、蜂鸣传播(online buzz)以及新闻报道等。参见:“Granat P.Earned media’s day has come and PR must take advantage[J].PRWeek(U.S.),2011,14(10):28-28”。
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[2]Barker R and Gower K.Strategic application of storytelling in organizations:Toward effective communication in a diverse world[J].Journal of Business Communication,2010,47(3):295-312.
[3]Clegg J.Branded content spend down a bit,but shift persists[J].Min’s B2B,2010,13(47):5-5.
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[5]Gambetti R C and Graffigna G.The concept of engagement:A systematic analysis of the ongoing marketing debate[J].In-ternational Journal of Market Research,2010,52(6):801-826.
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[7]Harris J.The content match game:Tips for better content a-lignment throughout the buying cycle[EB/OL].http://cont-entmarketinginstitute.com/2012/04/tips-for-better-content-alignment-with-the-buying-cycle/,2012.
[8]Hudson S and Hudson D.Branded entertainment:A new adverti-sing technique or product placement in disguise[J].Journal of Marketing Management,2006,22(5/6):489-504.
[9]Ives N.Custom publishing gets a makeover[J].Advertising Age,2008,79(4):10-10.
[10]Junta42(Content Marketing Institute).2010Content Mar-keting Spending Survey[EB/OL].http://www.contentmar-ketinginstitute.com/wp-ontent/uploads/2010/09/B2B_Trends_2010.pdf,2010.
[11]Kellogg D L,et al.On the relationship between customer participation and satisfaction:Two frameworks[J].Interna-tional Journal of Service Industry Management,1997,8(3):206-219.
[12]Lieb R.Content marketing:Think like a publisher—How to use content to market online and in social media[M].Up-per Saddle River,NJ:Pearson Education,2011.
[13]Lieb R.What is content marketing?[J].Advertising Age,2012,83(9):65-65.
[14]Lorenz L.Content marketing—The what,why and how[J].Hudson Valley Business Journal,2011,22(29):20-20.
[15]Murdock T.Content marketing vs.social media marketing:What’s the difference?[EB/OL].http://contentmarketin-ginstitute.com/2012/02/content-marketing-vs-social-media-marketing/,2012.
[16]Pulizzi J.Are corporations the new kings of content?[J].Folio:The Magazine for Magazine Management,2007,36(8):56-56.
[17]Pulizzi J and Barrett N.Get content get customers:Turn prospects into buyers with content marketing[M].New York:McGraw-Hill,2009.
[18]Pulizzi J.Content marketing has arrived.Should publishers be worried?[J].Folio:The Magazine for Magazine Manage-ment,2011,40(10):43-43.
[19]Pulizzi J.The history of content marketing—How brands have become storytellers[EB/OL].http://blog.junta42.com/2012/02/history-content-marketing-storytelling/,2012.
[20]Pulizzi J,et al.B2Bcontent marketing:2012benchmarks,budgets and trends[R].Content Marketing Institute&Mar-keting Profs,2012.
[21]Riecken G.Branded entertainment:Product placement&brand strategy in the entertainment business[J].Choice:Current Re-views for Academic Libraries,2007,45(1):143-143.
[22]Savita K S,et al.The development of a narrative manage-ment system:Storytelling in knowledge management[R].Proceedings of World Academy of Science,Engineering&Technology,2011.
[23]Schmitt B.The consumer psychology of brands[J].Journal of Consumer Psychology(Elsevier Science),2012,22(1):7-17.
[24]van Doorn J,et al.Customer engagement behavior:Theoreti-cal foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[25]Verhoef P C,et al.Customer engagement as a new perspec-tive in customer management[J].Journal of Service Re-search,2010,13(3):247-252.
[26]Woodside A G,et al.When consumers and brands talk:Sto-rytelling theory and research in psychology and marketing[J].Psychology&Marketing,2008,25(2):97-145.
[27]Woodside A G.Brand-consumer storytelling theory and re-search:Introduction to a Psychology&Marketing special is-sue[J].Psychology and Marketing,2010,27(6):531-540.
[28]Zuk R.Thought leadership on the social web:Six traits that draw people to your ideas[J].Public Relations Tactics,2009,16(8):7-7.
[1]Ann Handley,C C C.Content rules:How to create killer blogs,podcasts,videos,ebooks,webinars(and more)that en-gage customers and ignite your business[M].New Jersey:John Wiley and Sons,2010.
[2]Barker R and Gower K.Strategic application of storytelling in organizations:Toward effective communication in a diverse world[J].Journal of Business Communication,2010,47(3):295-312.
[3]Clegg J.Branded content spend down a bit,but shift persists[J].Min’s B2B,2010,13(47):5-5.
[4]Fog K,et al.Storytelling:Branding in practice[M].Berlin:Springer,2010.
[5]Gambetti R C and Graffigna G.The concept of engagement:A systematic analysis of the ongoing marketing debate[J].In-ternational Journal of Market Research,2010,52(6):801-826.
[6]Hardey M.Generation C:Content creation,connections and choice[J].International Journal of Market Research,2011,53(6):749-770.
[7]Harris J.The content match game:Tips for better content a-lignment throughout the buying cycle[EB/OL].http://cont-entmarketinginstitute.com/2012/04/tips-for-better-content-alignment-with-the-buying-cycle/,2012.
[8]Hudson S and Hudson D.Branded entertainment:A new adverti-sing technique or product placement in disguise[J].Journal of Marketing Management,2006,22(5/6):489-504.
[9]Ives N.Custom publishing gets a makeover[J].Advertising Age,2008,79(4):10-10.
[10]Junta42(Content Marketing Institute).2010Content Mar-keting Spending Survey[EB/OL].http://www.contentmar-ketinginstitute.com/wp-ontent/uploads/2010/09/B2B_Trends_2010.pdf,2010.
[11]Kellogg D L,et al.On the relationship between customer participation and satisfaction:Two frameworks[J].Interna-tional Journal of Service Industry Management,1997,8(3):206-219.
[12]Lieb R.Content marketing:Think like a publisher—How to use content to market online and in social media[M].Up-per Saddle River,NJ:Pearson Education,2011.
[13]Lieb R.What is content marketing?[J].Advertising Age,2012,83(9):65-65.
[14]Lorenz L.Content marketing—The what,why and how[J].Hudson Valley Business Journal,2011,22(29):20-20.
[15]Murdock T.Content marketing vs.social media marketing:What’s the difference?[EB/OL].http://contentmarketin-ginstitute.com/2012/02/content-marketing-vs-social-media-marketing/,2012.
[16]Pulizzi J.Are corporations the new kings of content?[J].Folio:The Magazine for Magazine Management,2007,36(8):56-56.
[17]Pulizzi J and Barrett N.Get content get customers:Turn prospects into buyers with content marketing[M].New York:McGraw-Hill,2009.
[18]Pulizzi J.Content marketing has arrived.Should publishers be worried?[J].Folio:The Magazine for Magazine Manage-ment,2011,40(10):43-43.
[19]Pulizzi J.The history of content marketing—How brands have become storytellers[EB/OL].http://blog.junta42.com/2012/02/history-content-marketing-storytelling/,2012.
[20]Pulizzi J,et al.B2Bcontent marketing:2012benchmarks,budgets and trends[R].Content Marketing Institute&Mar-keting Profs,2012.
[21]Riecken G.Branded entertainment:Product placement&brand strategy in the entertainment business[J].Choice:Current Re-views for Academic Libraries,2007,45(1):143-143.
[22]Savita K S,et al.The development of a narrative manage-ment system:Storytelling in knowledge management[R].Proceedings of World Academy of Science,Engineering&Technology,2011.
[23]Schmitt B.The consumer psychology of brands[J].Journal of Consumer Psychology(Elsevier Science),2012,22(1):7-17.
[24]van Doorn J,et al.Customer engagement behavior:Theoreti-cal foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[25]Verhoef P C,et al.Customer engagement as a new perspec-tive in customer management[J].Journal of Service Re-search,2010,13(3):247-252.
[26]Woodside A G,et al.When consumers and brands talk:Sto-rytelling theory and research in psychology and marketing[J].Psychology&Marketing,2008,25(2):97-145.
[27]Woodside A G.Brand-consumer storytelling theory and re-search:Introduction to a Psychology&Marketing special is-sue[J].Psychology and Marketing,2010,27(6):531-540.
[28]Zuk R.Thought leadership on the social web:Six traits that draw people to your ideas[J].Public Relations Tactics,2009,16(8):7-7.
引用本文
周懿瑾, 陈嘉卉. 社会化媒体时代的内容营销:概念初探与研究展望[J]. 外国经济与管理, 2013, 35(6): 61–72.
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