新媒体环境下营销信息的社会化传播与消费者融入：群体动力机制、社会互动过程与市场反应

The growth of social media and the advent of social commerce places renewed emphasis in understanding the nature of interaction between consumers and firms. With consumers increasingly engaged in online social media, companies have struggled with the question of how to integrate social media into their marketing strategy. The great interest to the marketing professionals is whether the huge amount of messages (e.g., Tweets and Weibo) generated and consumed by the vibrant Micro-blogging community have any effect on product sales, and why certain pieces of marketing relevant contents(e.g.,tweets) are more viral than others. The purpose of this project is to take an initial step into answering those important questions. Specifically, this project investigate how contents characteristic of marketing tweets, group goal framing and network structure affect the diffusion process of marketing tweets and marketing performance interactively using both behavioral experiment and empirical models. This project also explores the underlying mechanism of consumer engagement and the process of social interaction in the social transmission context with a collective motivation perspective. By further investigate the market-level consequences (e.g., brand sentiment and sales) of speed, duration, depth and width of diffusions, this project will make significant contributions to information processing, social interaction as well as motivation literature. This research project also has important managerial implications as it benefit to the managers' knowledge and ability in the area of social media marketing and consumer engagement management.

微博等社会化新媒体的兴起颠覆了企业与消费者互动的模式，越来越多的企业开始在新媒体平台上散播营销信息、鼓励消费者融入，以期达到社会化扩散的目的。然而目前关于新媒体环境下企业营销信息社会化传播的驱动因素及其潜在市场影响的研究还十分缺乏。本课题以微博作为主要研究平台，利用实验与实证模型方法，研究企业营销信息的社会化传播过程如何受到信息内容（what）、参与者特征(who)、以及群体动机(why)的交互影响这一核心问题，探索驱动消费者参与融入企业营销信息社会化传播的群体动力机制，揭示社会化传播过程中的社会互动规律，考察营销信息社会化传播的静态指标（转发量、评论量）和动态轨迹（扩散速度、持续时间、覆盖范围、扩散层级）所带来的长短期市场反应（品牌态度、产品销售）。研究成果将推动"信息加工"、"人际影响与社会互动"和"群体动机"等理论研究领域的发展，为新媒体时代企业的营销策略制订提供理论指引和管理建议。

社会化新媒体的兴起颠覆了企业与消费者互动的模式，越来越多的企业开始在新媒体平台上散播营销信息、鼓励消费者融入，以期达到社会化扩散的目的。然而目.前关于新媒体环境下企业营销信息社会化传播的驱动因素及其潜在市场影响的研究还十分缺乏。 本课题利用实验与实证模型方法，研究了 （1）网络评论的信息内容、特别是评论中的“时间线索”信息，对消费者有用性感知及传播效果方面的影响及其内在作用机制；（2）传播参与者的身份特征与参与者之间的社会互动对信息社会化传播效果的影响，探索了内在的作用机制；此外，本课题对之前的研究计划进行了有益的拓展，尝试探索了设置群体目标对消费者参与营销信息社会化传播的动机的影响；研究了关于产品购买价格的网络评论信息的传播，如何对具有不同权力状态的消费者带来差异化的心理影响。研究成果发表在Journal of Consumer Research, Journal of Retailing, International Journal of Research in Marketing, Psychology and Marketing 等国际权威的营销学期刊上,为新媒体时代企业的营销策略制订提供理论指引和管理建议。