本文選題：微博　切入點(diǎn)：互動　出處：《武漢大學(xué)》2012年博士論文

【摘要】：微博,即微博客(Microblog)的簡稱,是一個(gè)基于用戶關(guān)系的信息分享、傳播以及獲取平臺,用戶可以通過Web、Wap以及各種客戶端組建個(gè)人社區(qū),以140字左右的文字更新信息,并實(shí)現(xiàn)即時(shí)分享。 微博是第一個(gè)在web2.0架構(gòu)上把手機(jī)和網(wǎng)絡(luò)緊密連接在一起的創(chuàng)新,是集IM、BBS, SNS社區(qū)某些特征于一體的產(chǎn)品形態(tài)。它在持續(xù)互動、多層面互動和“用戶生產(chǎn)內(nèi)容”等方面的突出特點(diǎn),吸引了海量的活躍用戶,這一方面體現(xiàn)出微博平臺的社交價(jià)值,一方面也為微博商業(yè)化的成功增添了砝碼。目前,國內(nèi)各微博運(yùn)營商于2012年4月,已先后啟動商業(yè)化進(jìn)程,推出包括廣告、會員收費(fèi)、游戲分成等商業(yè)化手段。微博在短時(shí)間內(nèi)創(chuàng)造了一系列的數(shù)字傳奇,但對于微博廣告這一萌芽產(chǎn)業(yè)來說,面臨的生存壓力也很突出。同時(shí),由于微博是相對新型的應(yīng)用,目前關(guān)于微博廣告效果的研究非常有限。 基于此,本文試圖研究的問題主要為：1、以互動為切入點(diǎn),剖析微博廣告的互動傳播機(jī)制。2、通過實(shí)證研究,對微博廣告?zhèn)鞑バЧ年P(guān)鍵影響因素進(jìn)行分析。 本文共分六章。引言相對獨(dú)立,主要闡述研究背景、目的與意義、研究思路與方法、文獻(xiàn)綜述。擬通過該部分,綜述互動研究、微博廣告研究、網(wǎng)絡(luò)廣告效果研究的成果及不足。第一章是基于互動性的廣告內(nèi)涵改變,對廣告內(nèi)涵的改變及其背景進(jìn)行深入分析。第二章是微博廣告的互動性分析,主要運(yùn)用傳播學(xué)、營銷學(xué)理論,對微博互動傳播機(jī)制、微博廣告互動營銷的特點(diǎn)、形式、問題進(jìn)行分析。第三章是微博廣告效果影響因素分析,根據(jù)已有理論成果和研究對象特點(diǎn),歸納微博廣告效果的關(guān)鍵影響因素,并提出理論假設(shè)。第四章是微博廣告?zhèn)鞑バЧ膶?shí)證分析,主要運(yùn)用SPSS16.0分別對各影響因素進(jìn)行描述分析、方差分析和回歸分析,確定對微博廣告效果具有顯著影響的關(guān)鍵因素,并對理論假設(shè)進(jìn)行檢驗(yàn)。第五章是結(jié)論及展望。本文在得出用戶對虛擬品牌社區(qū)營銷滿意度更高的結(jié)論基礎(chǔ)上,對微博廣告營銷提出建議,并指出本研究的不足及未來研究方向。
[Abstract]:Weibo, the acronym for Weibo Microblog, is a platform for information sharing, dissemination and access based on user relationships. Users can form individual communities through WebWap and various clients, updating information with about 140 words of text.And realize instant sharing.Weibo is the first innovation to connect mobile phone and network closely on web2.0 architecture. It is a product form that integrates some features of SNS community.Its outstanding characteristics in continuous interaction, multi-level interaction and "user production content" have attracted a large number of active users, which embodies the social value of Weibo platform and adds weight to the success of the commercialization of Weibo on the one hand.At present, the domestic Weibo operators in April 2012, has started the process of commercialization, including advertising, membership fees, game sharing and other commercial means.Weibo created a series of digital legends in a short period of time.At the same time, due to Weibo is a relatively new application, the current research on the effectiveness of Weibo advertising is very limited.Based on this, this paper tries to study the problem of "1: 1", taking interaction as the starting point, analyzes Weibo's interactive communication mechanism. Through empirical research, the paper analyzes the key factors that affect the effect of the advertising communication of Weibo.This paper is divided into six chapters.The introduction is relatively independent, mainly expounds the research background, purpose and significance, research ideas and methods, literature review.Through this part, the author summarizes the achievements and shortcomings of interactive research, Weibo advertising research and network advertising effect research.The first chapter is based on interactive advertising connotation change, the change of advertising connotation and its background in-depth analysis.The second chapter is the interactive analysis of Weibo advertising, mainly using the theory of communication and marketing, to analyze the characteristics, forms and problems of Weibo interactive marketing mechanism.The third chapter is the analysis of the influencing factors of Weibo's advertising effect. According to the existing theoretical results and the characteristics of the object of study, the paper concludes the key factors of the advertising effect of Weibo, and puts forward the theoretical hypothesis.The fourth chapter is the empirical analysis of Weibo advertising effect, mainly using SPSS16.0 to describe and analyze the influencing factors, variance analysis and regression analysis to determine the key factors that have significant influence on the advertising effect of Weibo.The theoretical hypothesis is tested.The fifth chapter is the conclusion and prospect.Based on the conclusion that the users are more satisfied with the virtual brand community marketing, this paper puts forward some suggestions to Weibo's advertising marketing, and points out the deficiency of this study and the future research direction.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F713.8;F49

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