微信朋友圈中怀旧帖引发的怀旧营销新思路——基于扎根理论的实证研究

We Chat Users' Nostalgia Poster Triggered Nostalgic Marketing Strategy——An Examination of Nostalgia in We Chat Posts

新媒介一直是怀旧营销突破创新研究中关注的重点。通过微信朋友圈怀旧帖,挖掘怀旧消费群体的怀旧倾向点。文章基于扎根理论对100位微信朋友圈的怀旧内容文本帖进行分析,使用NIVIO 10.0分析软件测试了586个怀旧帖,识别出怀旧主题关联到的因素和怀旧消费群体特征,建立了微信平台与怀旧主题、怀旧产品、消费者怀旧倾向点间的互动关系模型。研究结果表明,怀旧消费群体中年轻化的趋势,幸福和美好的怀旧情感反应是促使消费者购买怀旧产品的主动力,从而为微信品牌商家怀旧营销提供一定的对策和建议。

As the important issue in Social media, WeChat is mobile instant text and voice messaging communication service inChina. We investigated posting content in WeChat, which achieved mining the role of nostalgia prone in consumer groups. Based on thegrounded theory, we used NIVIO 10.0 verified by 586 nostalgic theme posts of 100 WeChat users. In this paper, we established a researchframework to measure the mechanism of mutual influence factors, which were WeChat, nostalgia theme, nostalgia product, thetendency of consumer＇s nostalgia etc. Finally, empirical results showed that the tendency of nostalgia consumer groups become younger,nostalgic emotional response, happiness and good, promote consumers to buy nostalgic products. The research results providedmarketing managers for building the environment of nostalgia and improving nostalgia sales, which will increase WeChat Users＇willingness to buy the products. Furthermore, the research concludes with theoretical and managerial implication.