不同微博营销渠道对产品销量的影响研究:品牌自有媒体VS第三方媒体的路径对比

被引：15

作者：

张伟 ^{[1
]}

李晓丹 ^{[1
]}

郭立宏 ^{[2
]}

机构：

[1] 西安理工大学经济与管理学院

[2] 不详

来源：

南开管理评论 | 2018年 / 21卷 / 02期

关键词：

营销渠道; 消费者反应; 品牌自有媒体; 第三方媒体;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

微博为企业提供了与消费者直接互动、接收反馈的平台,但鲜有研究检验消费者反应在营销活动与产品销量间的中介作用,这种忽视导致品牌自有媒体和第三方媒体被混为一谈,无法从理论上指导各自的营销实践。为弥补以上缺陷,本文基于ELM模型和体验型产品特征提出:品牌自有媒体影响消费者产品关注,产品关注影响产品销量;第三方媒体影响消费者产品关注和产品态度,产品态度影响产品销量。本文以154部电影数据为对象,通过数据分析验证了各项假设,研究结论为企业微博营销实践提供了建议。

引用

页码：43 / 51

页数：9

共 35 条

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