员工影响者的作用及其影响机制的探讨

Explorations on the Roles and Mechanisms of Employee Influencers

如今对于企业来说,通过社交媒体的影响者开展营销传播活动已经成为常态,而对消费者来说在社交媒体平台上关注自己喜欢的影响者的动态也成为日常生活的一部分。随着社交媒体影响者在品牌的营销传播中的作用日益增强,以及社交媒体平台的日趋成熟,网络上更是出现了各种各样的影响者类型。近年,“员工影响者”开始崭露头角,他们既是企业的员工,也是网络影响者,主要目的是帮助自己所属的企业拉近与消费者之间的距离。本文着眼于该类型的营销传播手法,探讨了员工影响者如何作用于企业的营销传播推广,以及结合不同的理论分析了其背后的作用机制。

Social media influencer marketing has become a norm for companies nowadays,and for consumers,following favorite influencers on social media has become a part of daily life.As the increasing role of social media influencers in brand communications and the maturity of social media platforms,a variety of influencer types have emerged online.As an example,a number of"employee influencers"have become popular recently.They are both employees and online influencers,and their main purpose is to bring their brands closer to consumers.Focusing on this new type of marketing communication method,this paper discusses how employee influencers function in the corporate marketing communication,and analyzes the mechanism behind it based on various theories.