线上社会化媒体营销对线下消费者需求的影响研究

In recent years, online social media (e.g., Weibo.com, Facebook.com) is booming dramatically with the development of Internet and information technology. It represents popular and rich communication interfaces for hundreds of millions of registered users. The increased importance of social media has raised the interest of firms and marketers who want to explore it as a new promotion/advertising platform. Thus, more and more firms are using social media to connect with consumers and implement marketing activities. However, whether the use of the virtual social media could bolster real consumer demand remains undefined. Specifically, does online social media maketing affect the offline consumer demand? If yes, where does the influence derive from and what is the best practices regarding to the use of online social media? Moreover, how could the online social media and traditional mass media work together to maximize the effectiveness? To date, neither the current academic researches nor the practical evidence had solved these problems. Therefore, the goal of this project is to investigate these questions using theories and methodologies related to Marketing, Sociology and Psychology. In detail, we conduct field experiments and use economatrical models to explore the following three topics in a real Internet setting: (1) the relationship between online social media marketing and offline consumer demand, (2) the mechanism of online social media marketing on offline consumer demand, and (3) the substitutability/complementarity effect of social media and traditional media. The research findings will not only give out deep insights into the influence mechanism of online social media and offline consumer demand, but also provide fruitful managerial implications for firms and marketers.

随着互联网和信息技术的发展，新浪微博、Facebook等线上社会化媒体快速兴起，用户规模迅速膨胀。越来越多的企业开始使用线上社会化媒体与消费者沟通并开展营销活动。然而，企业在这种虚拟平台上的营销活动是否能够影响现实生活中消费者的需求，在什么条件下能够影响消费者需求，怎样影响消费者的需求，以及如何与传统媒体进行整合来有效地影响消费者需求，学术界和实践界尚无定论。本项目将从市场营销的视角，结合社会学与心理学的相关理论，采用实地实验和计量模型的研究方法，在真实的互联网环境中对以下三个基本问题进行实证研究：（1）线上社会化媒体营销与线下消费者需求的关系；（2）线上社会化媒体营销对消费者需求的影响机制；（3）线上社会化媒体与传统媒体的替代/互补效应。本项目的研究结果不仅有助于学术界更好地理解社会化媒体营销的作用与机理，而且对企业界的营销实践具有指导意义。

线上社会化媒体营销对线下消费者购买需求的研究这一课题，来源于互联网时代，特别是移动互联网时代人们生活方式的改变，从而导致信息接收方式的改变这样的大背景。企业传播需要掌握线上社会化媒体营销活动与对线下消费行为是否具有显著的影响？线上社会化媒体营销活动对线下消费行为若有影响，其机制是什么？科学地回答这些问题有助于企业制定更有效的传播策略。. 本项目具体开展的研究内容包括三个：一是微博与消费者采购数量之间的关系研究；二是社会化媒体的互动内容对消费者互动行为的影响研究；三是基于移动互联网的糖尿病患者自我健康管理研究。 . 本项目重要的研究成果包括在Journal of Marketing Research发表了一篇学术文章，这是国际顶级营销管理学术期刊；在中国软科学上发表了一篇学术文章，这是国内核心期刊；还有若干篇文章在国内外期刊上评审或准备投稿。本项目的另一重要结果是人才培养，参与本项目的所有博士研究生，在毕业后都到重点高校任教；研究团队的一位海外教授被中组部聘为千人计划海外专家。