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題名:談錢還是談情:企業如何引導消費者分享自媒體營銷
書刊名:心理學報
作者:黃敏學雷蕾朱華偉
作者(外文):Hhang, MinxueLei, LeiZhu Huawei
出版日期:2016
卷期:2016(2)
頁次:211-220
主題關鍵詞:營銷傳播營銷刺激關係范式社交網絡自媒體Marketing communicationMarketing stimulationSocial networkWe-mediaRelationship norms
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:13
社交網絡的發展弱化了傳統媒體的影響力,強化了消費者的影響力;在這種情況下,企業需要思考如何借助消費者傳播營銷信息,以影響其他消費者。本文從企業如何設計營銷信息入手,探究消費者與企業所處的關系范式對消費者信息轉發行為的影響。通過二手數據分析與實驗法,本文得出如下結論:經濟類刺激對觸發交易關系范式下消費者的轉發行為更有效;情感類刺激對觸發共有關系范式下消費者的轉發行為更有效;交易關系范式下消費者出于回報企業的動機分享,共有關系范式下消費者出于利己動機而分享。
期刊論文
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29.溫忠麟、張雷、侯傑泰、劉紅雲(2004)。中介效應檢驗程序及其應用。心理學報,36(5),614-620。  延伸查詢new window
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會議論文
1.Bakshy, E.、Hofman, J. M.、Mason, W. A.、Watts, D. J.(2011)。Everyone's an influencer: Quantifying influence on twitter。The fourth ACM international conference on Web search and data mining。ACM Press。65-74。  new window
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3.Liu, Y. L.、Ying, X. X.(201010)。A review of social network sites. Definition, experience and applications。The Conference on Web Based Business Management。Scientific Research Publishing。749-752。  new window
圖書
1.Israel, S.(2009)。Twitterville: How Businesses can thrive in the new global neighborhoods。New York:Penguin Press。  new window
 
 
 
 
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