不同微博营销渠道对产品销量的影响研究:品牌自有媒体VS第三方媒体的路径对比

The Impact of Different Microblog Marketing Channels on Product Sales: A Comparative Study of Brand-owned Media VS Third Party Media

微博为企业提供了与消费者直接互动、接收反馈的平台,但鲜有研究检验消费者反应在营销活动与产品销量间的中介作用,这种忽视导致品牌自有媒体和第三方媒体被混为一谈,无法从理论上指导各自的营销实践。为弥补以上缺陷,本文基于ELM模型和体验型产品特征提出:品牌自有媒体影响消费者产品关注,产品关注影响产品销量;第三方媒体影响消费者产品关注和产品态度,产品态度影响产品销量。本文以154部电影数据为对象,通过数据分析验证了各项假设,研究结论为企业微博营销实践提供了建议。

The rapid development of social media has attracted the attention of the enterprises, prompting the enterprises to gradually transfer marketing activities to the social media platform. Due to the advantages of two-way interaction and feedback, microblog platform is favored by many enterprises. On the micro-blog platform, the enterprise can receive consumers＇ responses such as subscription, praise, comment, and forwarding, it greatly improves the efficiency of information exchange. Actually, the microblog platform has a variety of marketing channels, in addition to the brand-owned media, the third party media also publishes product information in form of evaluation and comparison. In practice, microblog marketing is being carried out actively, but few research has been conducted to examine the mediating role of consumer responses between marketing activities and product sales, this resulted in chaos between brand-owned media and third party media which obstructs the possibilities of guiding marketing practice respectively in theory. To make up the deficiencies, this paper conducted research on the path difference between brand-owned media and the third party media＇s impact on product sales in the microblog context. Based on ELM model and experience goods＇ features, five hypotheses were proposed, including that the brand-owned media persuades consumers by the central route, and has a positive impact on product sales through the mediating role of product attention; the third party media persuades consumers by the peripheral route, and has a positive impact on product sales through the double mediating effect of product attention and product attitude. 154 films in 2016 were selected as the research subjects, and data were collected manually, including quantity of microblog, quantity of fans, maximum of praise quantity and movie box offices. Path analysis and hierarchical regression were used to test the hypotheses. Finally, all hypotheses were supported significantly, proved that the brand-owned media and third party media both have the marketing effect but different mechanism. In the end, According to the conclusions, the implications for practice and research were proposed.