摘要
微信作为中国最大、最年轻的移动社交网络平台,凭借其海量用户、高用户粘性、低营销成本等优势,成为众多品牌竞相采用的新型营销沟通工具。与其他社交媒体网站相比例如Facebook,微信相对更年轻且具有独特特征。因此,目前还没有相应理论指导企业应如何实施有效的微信营销策略。本文收集了产品型(冰淇淋、手机)和服务型(餐饮、快递)两大品类8大知名品牌334条微信公众号数据,实证研究了微信帖子传播效果(即阅读数和点赞数)的影响因素。结果显示,推送时间、帖子位置和内容信息量同时显著正影响微信帖子的阅读数和点赞数;标题是否包含促销信息仅对阅读数有显著正影响;封面图片颜色对阅读数有边缘显著的负影响;内容娱乐性、内容生动性对微信帖子传播效果无显著影响。
WeChat is the largest and youngest mobile social networking app in China. Due to its massive number of users, high user stickiness, and low marketing costs, many companies have used WeChat as a new communication tool to push branded posts to their sub- scribers. Compared to other social media sites such as Facebook, WeChat is relatively new and has unique features. Thus, there are too few theories that guide companies to implement effective WeChat communication strategies. Based on 334 WeChat posts from 8 well- known brands across 4 industries, this study investigates possible drivers of WeChat post popularity （ measured by the number of reads/ likes）. Our results show that how a post is positioned, how long it is posted, and how informative it is affect both the number of reads and the number of likes. The presence of promotional information in the post title only affects the number of reads. We also find a marginal significant negative effect of the （warm） color of the cover picture on the number of reads. However, vividness and entertainment do not have a significant effect on WeChat post popularity.
作者
彭晨明
张莎
赵红
Peng Chenming Zhang Sha Zhao Hong(School of Economics ＆ Management, University of Chinese Academy of Sciences, Beijing 100190)
出处
《管理评论》
CSSCI
北大核心
2016年第12期176-186,共11页
Management Review
基金
国家自然科学基金青年项目(71302126)
中国科学院大学校长基金项目(Y35102LN00)
关键词
微信营销
社交媒体
传播
点赞数
阅读数
WeChat marketing, social media, communication, the number of reads, the number of likes
