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论文编号：	14717
作者编号：	2120223698
上传时间：	2024/6/6 21:09:10
中文题目：	社交媒体内容营销对品牌拥护的影响机制研究——品牌认同的中介作用
英文题目：	Research on the Impact Mechanism of Social Media Content Marketing on Brand Advocacy: The Mediating Role of Brand Identity
指导老师：	张永强
中文关键字：	社交媒体；内容营销；品牌拥护；品牌认同；产品类型
英文关键字：	Social media; Content marketing; Brand advocacy; Brand identification; Product type
中文摘要：	2024年中国互联网络信息中心(CNNIC)发布的数据显示，截止到2023年12月，中国网民规模达到了10.92亿人，互联网普及率已经达到了77.5%，而社交媒体也已经发展成为人们日常生活中无法离开的工具，成为品牌触达消费者的重要渠道。互联网的发展不仅改变了人们的生活和思考方式，也极大地改变了品牌和消费者之间的关系和相处模式，传统的广告型沟通方式已经不能满足消费者的需求，越来越多的品牌尝试以更加有趣的、亲和的、能引起情感共鸣的形式向消费者传播品牌信息，利用社交媒体传播的内容营销就是其中的典型。 国内外关于社交媒体内容营销的研究已经比较丰富，但大多数仍集中在内容营销对于购买意愿的影响研究上，而关于内容营销对品牌和消费者长远关系影响的直接研究还比较少。另一方面，菲利普·科特勒在《营销革命4.0：从传统到数字》中提出的5A模型的最后一个环节品牌拥护，逐渐在营销领域的研究与实践中引起重视，但相关研究还比较欠缺。基于以上研究空白，本文将内容营销划分为功能型内容、娱乐型内容、情感型内容三个维度，引入品牌认同的两个维度自我认同和社会认同作为中介变量，产品类型作为内容营销对于品牌认同影响的调节变量，研究内容营销如何影响品牌拥护的产生。 在研究方法方面，本文主要采用了文献研究法、问卷调查法和实证分析法。首先通过文献研究法梳理变量关系并提出研究假设，构建理论模型。接着通过问卷调查法进行了预调研和正式调研，收集研究数据。最后利用SPSS和AMOS统计分析软件进行一系列的实证分析和假设检验。 本文的研究结果显示，内容营销的功能型内容、娱乐型内容、情感型内容三个维度以及品牌认同的自我认同、社会认同两个维度均显著正向影响品牌拥护；且通过中介效应的检验，除去自我认同在情感型内容和品牌拥护之间的中介作用不显著，自我认同和社会认同在内容营销对品牌拥护的影响路径中均起到显著的部分中介作用；分组回归的结果显示，产品类型对内容营销情感型内容对于自我认同和社会认同的促进作用的调节作用显著，具体而言，相比于实用型产品组，享乐型产品组中情感型内容对品牌认同的促进作用更强烈，而产品类型的调节作用在功能型内容和娱乐型内容对品牌认同的促进作用中不显著。最后，本文基于研究结论提出了相应的建议和营销启示，并总结了研究的不足与改进方法，并对未来相关领域的研究提出展望。
英文摘要：	According to the data released by CNNIC in 2024, as of December 2023, the number of Internet users in China has reached 1.092 billion, and the Internet penetration rate has reached 77.5%. Social media has also developed into an indispensable tool in people's daily life and an important channel for brands to reach consumers. The development of the Internet has not only changed people's way of life and thinking, but also greatly changed the relationship between brands and consumers. The traditional advertising communication mode can no longer meet the needs of consumers. More and more brands are trying to spread brand information to consumers in a more interesting form that can arouse emotional resonance. Content marketing through social media is a typical example. There is already a wealth of research on social media content marketing both domestically and internationally, but most of it still focuses on the impact of content marketing on purchase intention. There is relatively little direct research on the impact of content marketing on the long-term relationship between brands and consumers. On the other hand, brand advocacy, as the final stage of the 5A model proposed by Philip Kotler in Marketing 4.0, has gradually gained attention in research and practice in the field of marketing. However, overall research on brand advocacy is still lacking, often confused with concepts such as positive word-of-mouth and brand defense. Based on the above research gaps, this article divides content marketing into three dimensions through literature review: functional content, entertainment content, and emotional content. In order to study how content marketing affects the generation of brand advocacy, two dimensions of brand identity, self-identity and social identity, are introduced as mediating variables, and product type is used as a moderating variable for the impact of content marketing on brand identity. In terms of research methods, this article mainly adopts literature research method, questionnaire survey method, and empirical analysis method. Firstly, by using literature research methods to sort out variable relationships and propose research hypotheses, a theoretical model is constructed. Subsequently, pre survey and formal survey were conducted through questionnaire survey method to collect research data. Finally, a series of empirical analyses and hypothesis tests were conducted using SPSS and AMOS statistical analysis software. The research results of this article show that the three dimensions of functional content, entertainment content, and emotional content in content marketing, as well as the two dimensions of self-identity and social identity in brand identity, all have a significant positive impact on brand advocacy. And through the testing of the mediating effect, it was found that, except for the insignificant mediating effect of self-identity between emotional content and brand advocacy, both self-identity and social identity play a significant partial mediating role in the impact path of content marketing on brand advocacy. The results of group regression showed that product type had a significant moderating effect on the promotion of self-identity and social identity by emotional content. Specifically, compared to the practical product group, the hedonic product group had a stronger promoting effect of emotional content on brand identity, while the moderating effect of product type was not significant in the promotion of brand identity by functional and entertainment content. At the end of the article, corresponding suggestions and marketing insights are proposed based on the research conclusions, and the shortcomings and improvement methods of the research are summarized. Future research in related fields is also discussed.
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