本文關(guān)鍵詞：基于管理和投資者預(yù)期的社交媒體營(yíng)銷的財(cái)務(wù)業(yè)績(jī)影響研究　出處：《哈爾濱工業(yè)大學(xué)》2017年博士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 社交網(wǎng)站 社交媒體營(yíng)銷 內(nèi)容分析 在線參與 人格特征 公司股權(quán)價(jià)值

【摘要】：社交媒體營(yíng)銷也被稱為是口碑營(yíng)銷、病毒式營(yíng)銷和游擊營(yíng)銷。當(dāng)今社會(huì),社交媒體工具越來(lái)越受歡迎,并且成為各類公司常規(guī)操作的一部分:不論是初創(chuàng)企業(yè)、小型、中型還是大型企業(yè)都離不開(kāi)社交媒體的使用。社交媒體渠道與傳統(tǒng)的營(yíng)銷渠道相互配合成為一個(gè)互補(bǔ)的營(yíng)銷組合。社交媒體改變了公司和消費(fèi)者之間的交流方式,管理社交網(wǎng)站上的品牌粉絲頁(yè)面是公司正在使用的特定方式。有些客戶會(huì)關(guān)注這些網(wǎng)頁(yè)上的粉絲頁(yè)面,并指出他們的喜歡關(guān)于品牌的海報(bào),將它們分享在自己的個(gè)人主頁(yè)上或簡(jiǎn)單地評(píng)論。粉絲的這些行為被稱為社交媒體參與。消費(fèi)者的人格特征也成為影響社交媒體(日益增多的用戶生成網(wǎng)站)互動(dòng)的重要因素。由于社交媒體在消費(fèi)者群體中日益普及,公司通過(guò)商業(yè)中的社交媒體轉(zhuǎn)換來(lái)利用其財(cái)務(wù)價(jià)值。組織的社交媒體財(cái)務(wù)價(jià)值量化分析是證明其有大量資源投資的關(guān)鍵。社交媒體使組織能夠利用豐富的消費(fèi)者決策信息,現(xiàn)代消費(fèi)者決策大多依賴信息技術(shù)的進(jìn)步,而這對(duì)于傳統(tǒng)媒體而言是無(wú)法實(shí)現(xiàn)的。社會(huì)媒體不僅使投資者可以對(duì)公司的內(nèi)容進(jìn)行情感分析,而且還能夠分析品牌績(jī)效及其未來(lái)的價(jià)值。社交媒體可以幫助投資者不斷更新有關(guān)其未來(lái)公司未來(lái)表現(xiàn)的信息,它可能是公司股權(quán)價(jià)值功能的最重要的預(yù)測(cè)指標(biāo)。因此,目前的研究還從在Facebook粉絲頁(yè)面上點(diǎn)擊“喜歡”、“評(píng)論”和“分享”的行為角度評(píng)估了影響消費(fèi)者社交媒體參與度的因素,并評(píng)價(jià)互動(dòng)模式的中介作用,分析了文化在調(diào)節(jié)人格特質(zhì)與消費(fèi)者參與度之間關(guān)系的中介作用以及這種參與度對(duì)組織財(cái)務(wù)業(yè)績(jī)的影響。本文基于社會(huì)學(xué)習(xí)理論、使用和滿足理論、扎根理論、人格特征理論、擴(kuò)展Fama和法國(guó)建模和Greet Hofstede的文化維度理論,本文以組織的財(cái)務(wù)績(jī)效作為切入點(diǎn),構(gòu)建關(guān)于社會(huì)媒體營(yíng)銷對(duì)組織的財(cái)務(wù)績(jī)效的影響的理論框架,這是整個(gè)論文的理論基礎(chǔ)。本研究驗(yàn)證了社交媒體營(yíng)銷對(duì)組織財(cái)務(wù)績(jī)效的影響。首先,本文驗(yàn)證了品牌粉絲頁(yè)面帖子內(nèi)容維度對(duì)品牌粉絲社交媒體參與度的影響。其次,它驗(yàn)證了人格特質(zhì)對(duì)消費(fèi)者的社交媒體參與的影響,然后提出消費(fèi)者參與度對(duì)組織財(cái)務(wù)績(jī)效的影響。此外,這項(xiàng)研究還驗(yàn)證了文化差異對(duì)這些關(guān)系的調(diào)節(jié)作用。本文基于人格特質(zhì)理論、社會(huì)學(xué)習(xí)理論、使用和滿足理論、扎根理論和Greet Hofstede的文化維度理論,分析了品牌帖子維度和人格特質(zhì)對(duì)消費(fèi)者社會(huì)媒體參與度的影響與文化的溫和效應(yīng)。為了驗(yàn)證假設(shè),本文實(shí)證檢驗(yàn)了五個(gè)國(guó)際快餐品牌的數(shù)據(jù):麥當(dāng)勞、肯德基、漢堡王(BK)、賽百味和達(dá)美樂(lè),它們都在Facebook的粉絲頁(yè)面上積極地宣傳內(nèi)容連續(xù)六個(gè)月的時(shí)間。Facebook的粉絲頁(yè)面來(lái)自三個(gè)不同的國(guó)家:澳大利亞(AUS)、聯(lián)合王國(guó)(UK)和美國(guó)(USA)。結(jié)果證明,粉絲專頁(yè)帖子的所有決定因素對(duì)增強(qiáng)社交媒體參與度的適合程度不同。此外,它們的影響和強(qiáng)度因不同文化而有差異。結(jié)果還證明,交互模式顯著地調(diào)解人格特質(zhì)和社交媒體參與行為之間的關(guān)系。而且,具有相同個(gè)性特征的不同國(guó)家的消費(fèi)者對(duì)Facebook品牌信息的反應(yīng)不同,特別是考慮到Facebook的個(gè)人功能時(shí)�；跀U(kuò)展的Fama和法國(guó)模型和向量自回歸技術(shù),本文驗(yàn)證了社會(huì)媒體參與度對(duì)企業(yè)的股權(quán)價(jià)值的影響,然后,當(dāng)前的研究檢查社交媒體的衡量標(biāo)準(zhǔn)具體在Facebook(FB)和Twitter指標(biāo)是否與股票市場(chǎng)表現(xiàn)有關(guān)。然后,本文驗(yàn)證了社交媒體參與度對(duì)組織的財(cái)務(wù)績(jī)效的影響。在線環(huán)境中的社交媒體指標(biāo)為預(yù)測(cè)公司業(yè)績(jī)提供了強(qiáng)大的客戶反饋信息來(lái)源。此外,本文還檢驗(yàn)了哪些指標(biāo)有更強(qiáng)的關(guān)系,并探討這些關(guān)系的動(dòng)態(tài)。結(jié)果表明,社交媒體參與度直接影響企業(yè)的財(cái)務(wù)績(jī)效。此外,FB指標(biāo)是企業(yè)股權(quán)價(jià)值的重要先導(dǎo)指標(biāo)。有趣的是,與FB指標(biāo)相比,Twitter指標(biāo)與組織股權(quán)價(jià)值具有顯著但實(shí)質(zhì)上較弱的預(yù)測(cè)關(guān)系。這項(xiàng)研究通過(guò)健全的理論基礎(chǔ)加強(qiáng)了論文的觀點(diǎn),填補(bǔ)了社交媒體粉絲參與度文獻(xiàn)的空缺。實(shí)證結(jié)果支持將羞怯作為個(gè)性特征納入模型。此外,文化的調(diào)節(jié)對(duì)豐富社會(huì)媒體粉絲參與度文獻(xiàn)做出了良好的貢獻(xiàn)�？傮w而言,這項(xiàng)研究是理解在不同文化中影響消費(fèi)者的Facebook和Twitter行為和社交媒體參與度的因素和動(dòng)機(jī)的重要一步,它為有意利用Facebook和Twitter作為宣傳組合戰(zhàn)略的一部分的那些品牌的管理者提供了有益的見(jiàn)解。品牌粉絲頁(yè)面管理員可以從我們的研究中獲得制定他們的社交媒體營(yíng)銷策略的指導(dǎo),以便決定將哪些帖子決定因素放在粉絲頁(yè)面上�？偟膩�(lái)說(shuō),當(dāng)前研究為組織的高層管理人員和組織股票估值的投資者與社交媒體權(quán)力轉(zhuǎn)換擴(kuò)展了新視野。
[Abstract]:Social media marketing is also known as word-of-mouth marketing, viral marketing and guerrilla marketing. In today's society, social media tools are becoming more and more popular, and become a part of the regular operation of the company: whether start-ups, small, medium and large enterprises use or cannot do without the social media social media channels and traditional. The marketing channel has become a mutually complementary marketing mix. Social media has changed the way of communication between companies and consumers, brand management on the social networking site page is a particular form is used. Some customers will pay attention to these pages on the fan page, and points out their love on the brand poster, they will share in their own personal home page or simply comment. Fans of these behaviors called social media participation. The personality characteristics of consumers has become the impact of social media The body (user generated sites increasingly important factors). Due to the interaction of social media is becoming increasingly popular among consumers, the company through social media business in the conversion to use its financial value. The financial value of quantitative analysis of social media organization is proved to have a lot of resources investment. The key to social media enables organizations to use consumer the decision information rich, modern consumer decision-making relies mostly on the progress of information technology, which is impossible for traditional media. Social media can not only make investors on the company's content of sentiment analysis, but also can analyze the brand performance and its future value. Social media can help investors continue to update on its future performance of Future Ltd the information, it may be the most important predictor of equity value function. Therefore, the present study also from Fac EBook fan page click on the "love", "comments" and "sharing" behavior evaluated the impact of consumer social media participation factors, and to evaluate the mediating role of interactive mode, analyzes the cultural in mediating effects of personality traits and consumer participation in regulating the relationship between the degree and the participation effect on financial performance the social learning theory. This paper based on the theory of use and satisfaction, grounded theory, personality theory, extended Fama modeling and Greet Hofstede and France's cultural dimensions theory, based on the organization's financial performance as a starting point, the construction of theoretical framework of influence on social media marketing financial performance to the organization, which is the theoretical foundation the whole thesis. This study examined the effect of social media marketing to the organization's financial performance. Firstly, this paper verified the brand page post content dimension of goods Brand fans social media participation. Secondly, it verifies the influence of social media personality on consumer participation, and then put forward the consumer engagement impact on the organization's financial performance. In addition, this study also verifies the moderating effects of cultural differences on the relationship between personality traits. This paper based on the theory of social learning theory. Use and gratification theory, cultural dimensions theory grounded theory and Greet Hofstede, analyzed the effect of mild brand dimensions and personality traits on post consumer participation in social media influence and culture. In order to verify the hypothesis, this paper examines the five international fast food brands: McDonald's, KFC, Burger King data (BK), Subway and they are all in the Domino's, Facebook fan page to actively promote the content of.Facebook in six consecutive months of fan page from three different countries: Australia Australia (AUS), United Kingdom (UK) and America (USA). The results show that all the determinants of fans posts to enhance the social media participation for different degrees. In addition, their influence and strength in different cultures are different. The results also demonstrate that the relationship between the interactive mode significantly mediate personality traits and social media participation behavior between. Moreover, with the same personality of consumers in different countries in response to the Facebook brand information, especially considering the Facebook's function. The expansion of the Fama and the French auto regression model and vector based technology, this paper verified the impact of social media on the value of corporate equity participation then, the current study examined social media standards in the Facebook (FB) and Twitter index and the stock market performance is verified in this paper. Then, the social media participation Impact on the financial performance. In the environment of online social media index provides a powerful customer feedback information for Forecast Ltd performance. In addition, this paper also examines a stronger relationship with what kind of index, and to explore the dynamics of these relations. The results show that social media participation directly affect the company's financial performance. In addition, FB index is an important leading indicator for corporate equity value. Interestingly, compared with the FB index, Twitter index and equity value has significant prediction but the essence of the relationship is weak. This study reinforces the view through a sound theoretical foundation, social media fan participation to fill vacancies. The empirical results support the literature the shyness as a personality trait in the model. In addition, the regulation of culture made a good contribution to enrich the social media fan participation literature. Overall, this study is An important step toward understanding the consumer Facebook and Twitter behavior and social media participation factors and motivation of the influence in different cultures, it intends to use Facebook and Twitter as part of a publicity strategy that brand management provides useful insights. Brand page administrators can gain social media marketing strategy formulation their guidance from our study, in order to decide which post decision factors in fan page. In general, the current research for investors in the organization's senior management personnel and organization of the stock valuation and power conversion of social media expands the horizons.

【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;F275
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本文編號(hào)：1385594