基于企业视角的品牌社交契合研究：测量维度和作用机制

With the development of social media, consumers interact with firms on social media platforms and co-create values. Such kind of behavior is termed as engagement that can improve firms’ competitive capabilities. Recently firms’ efforts in engaging with customers through social media have gained increasing attention from both industry and academic researchers. Engagement has become a critical and promising topic in marketing. However, previous research has not considered engagement from firms’ perspective. This study is the first to specifically address this idea by proposing the concept of brand social engagement, developing the measurements, and considering the effects. Following the framework of “same media context - different media context – financial performance”, this study proposes that brand social engagement influences the effectiveness of social media advertisements within the same media context, affects the effectiveness of search engine advertisements in the different media context, and has effects on firms’ financial performance as well. Theoretically the study is the first to propose the concept of brand social engagement, developing and extending the research on engagement. Practically the study provides managerial implications for firms to management engagement with consumers on social media.

随着社交媒体的发展，消费者通过社交媒体与企业进行互动，共同创造价值。这种契合行为被认为是能够提升企业竞争优势的重要战略。近年来以契合为主题的商业会议急剧增加，学术界也越来越关注契合的研究，契合已经成为营销领域非常有前景的研究课题。然而，绝大多数现有关于契合的研究是从消费者角度来讨论契合，很少有学者从企业视角探究契合，考察基于企业视角的契合的维度、测量及影响效果。本课题创新性地提出品牌社交契合概念，旨在建构与发展基于企业视角的契合概念、测量体系及理论框架。遵循“同一媒介情境——不同媒介情境——整体财务绩效”的分析思路，本课题提出品牌社交契合会影响处于同一媒介情境下的社交媒体广告的效果，并影响处于不同媒介情境的搜索引擎广告的效果，甚至会影响企业财务绩效。本课题在理论上首创性地提出了品牌社交契合概念，这是对既有契合研究的发展和补充；同时在实践上为企业管理在社交媒体上和消费者的契合提供管理启示。

消费者通过社交媒体与企业进行互动的契合行为被认为是能够提升企业竞争优势的重要战略。本项目从企业的视角出发，创新性地提出品牌社交契合概念，建构了基于企业视角的契合概念、测量体系及理论框架；检验了品牌社交契合对展示广告和搜索引擎广告效果的影响；并且研究了品牌社交契合对企业销售和企业价值的影响。此外，本项目还扩展了契合的社交媒体情境，考察了其他新媒体/新技术情境中契合的影响作用。本项目的研究结论有助于完善契合相关的理论，并为企业管理在社交媒体等各种新媒体上和消费者的契合提供管理启示。