UGC的表现形式对网络营销效果的影响研究——以微博为例

Research on the Influence of UGC forms to the Online Marketing——a case study of Weibo

随着Web2.0的兴起,用户创作内容(UGC)的概念应运而生,迅速发展并逐渐成为供应商组织生产、商家营销宣传以及消费者购买产品的利器。本论文梳理了UGC相关研究的分类和趋势,并选择微博作为平台,采用情景实验法,探究UGC的表现形式(文本、图片、音视频)对网络营销效果的影响,在此基础上为企业进行更大范围的社会化媒体营销(如博客、SNS社区等)提供策略性建议与营销思路,有效提升UGC互动的效用,在理论和实际应用上都有着显著意义。

Along with the development of Web2.0, the concept of user-generated-content （UOC） comes into being, boosts a rapid improvement and gradually becomes a useful tool for suppliers to organize production, business to promote products and consumers to make good shopping decisions. This paper summarizes the classification and trends of the research on UGC, carries out a laboratory experiment to study whether the different forms of UGC （text, images, audio and video） exert effects on online marketing throughWeibo as a platform, and based on this, provides strategic suggestions and marketing ideas for enterprise to carry out wider range of social media marketing （such as blogs, SNS community, etc） ,which can also effectively improve the utility of the UGC interaction. This paper has a significant meaning in theory and practical application.