绩效测量对社交媒体营销的影响研究——基于对中小农业生态园的调查

Effects of Performance Measurement on Social Media Marketing—A Case Study of Small and Middle Agriculture Ecological Gardens

社交媒体业已成为营销的重要渠道。为了检测绩效测量对社交媒体营销的影响,本文从构成社交媒体营销平台的七个要素,包括整体布局设置、图形图像构思、平台搭建、IT综合运用、查找导航更新、掌握用户心声及预定销售,分别检测绩效测量对每个维度的影响,来建立绩效测量对社交媒体营销的反馈影响模型。实证数据表明绩效测量正向影响掌握用户心声和营销绩效之间的关系。计算结果没有表明绩效测量对社交媒体其他构成要素有明显的反馈影响。社交媒体平台提升营销绩效,同时,绩效测量对社交媒体营销起关键影响,关注掌握拥户心声这个要素可以提高社交媒体的营销绩效。

Social media has become an important channel for marketing. To summarize the effect of performance measurement on social media marketing, an adjustment measurement model that is from seven domains which are the key component determinants of social media marketing platform, including layout arrangement, image and picture design, website establishing, IT integrating, search engine optimization, interviewing and listening to the voice of the website membership users and ordering marketing, is built. The calculation results of this model have verified the positive adjustment impact of performance measurement on the relationship between interviewing and listening to the voice of the member users and the marketing performance, but do not reflect the impact of performance measurement on relationship between other component determinants of marketing platform and marketing performance. In addition, the test results indicate that the sales performance is relative to marketing platform, and further confirm the important adjusting impact of performance measurement on sale output, as well as that the interviewing and listening to the voice of the member users can improve the sale performance of marketing platform.