社交媒体情境下企业信号传递对短期销售收入的影响研究：以社会资本为中介变量

摘要/Abstract

摘要： 随着网络社会的发展，社交媒体逐渐成为企业与消费者沟通和发布重要商业信息的关键渠道。从信号传递理论出发，对企业创作内容（EGC）与企业短期绩效间的关系进行探索，并引入社交媒体情境下的企业线上社会资本的中介作用，旨在为企业提供有效的内容管理建议。以经验品——电影产品为研究对象，对中国电影院线领先企业在微博平台发布的EGC进行内容分析，结果显示，尽管企业发布的信息性和说服性内容均会正向增加企业线上桥型和联结型社会资本，但只有信息性内容作为企业向消费者传递的强信号，可直接为企业带来更多的销售收入，而说服性内容作为与商业产品没有直接关联的弱信号，对企业绩效没有提升影响。并且，企业线上社会资本在EGC发挥作用的过程中起到了有效的中介作用，既增强了信息性广告强信号所产生的正面影响，又削弱了消费者对说服性广告的潜在反感态度。

关键词: 信号传递理论, 企业创作内容, 企业线上社会资本, 企业短期绩效

Abstract: With the development of network society, social media has gradually become an important channel for firms to contact their consumers and release key business information. Aiming to give insights to enterprise managers on content management, this study explores the relationship between the enterprise generated content (EGC) and firm’s short-term performance, and investigates the intermediary effect of social capital in the context of social media based on the signaling theory. Taking film product (a typical kind of experience good) as the study object, this paper conducts a semantic analysis on EGC released by Chinese leading enterprise of theatre chain on Micro-blog platform. We find that although both types of content released on firm’s Micro-blog account have positive impact on the firm’s online social capital (i.e. bridging and bonding social capital), only informative content as a strong signal sent to consumers can bring more offline sales revenue directly. As a weak signal, persuasive content unrelated to commercial products, has no positive impact on firm performance directly. Moreover, the online social capital plays an effective intermediary role in this process. It not only enhances the positive impact of informative advertising on actual revenue, but also weakens consumers’ potential aversion to persuasive advertising.

Key words: signaling theory, enterprise generated content (EGC), enterprise online social capital, firm short-term performance

刘嘉琪, 齐佳音. 社交媒体情境下企业信号传递对短期销售收入的影响研究：以社会资本为中介变量[J]. 管理评论, 2021, 33(4): 193-204.

Liu Jiaqi, Qi Jiayin. Research on the Influence of Firm Signal Transmission on Short-term Performance in Social Media Context: Based on the Social Capital as an Intermediary Variable[J]. Management Review, 2021, 33(4): 193-204.

参考文献

[1] 廖俊云,黄敏学. 基于酒店销售的在线产品评论, 品牌与产品销量实证研究[J]. 管理学报, 2016,13(1):122-130
[2] Ross S. A. The Economic Theory of Agency:The Principal's Problem[J]. The American Economic Review, 1973,63(2):134-139
[3] Bhattacharya S., Ritter J. R. Innovation and Communication:Signaling with Partial Disclosure[J]. The Review of Economic Studies, 1983,50(2):331-346
[4] Connelly B. L., Certo S. T., Ireland R. D., et al. Signaling Theory:A Review and Assessment[J]. Journal of Management, 2011,37(1):39-67
[5] Erdem T., Keane M. P., Sun B. A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality[J]. Marketing Science, 2008,27(6):1111-1125
[6] Qu Q. X., Qi J., Tan Y. User-Generated Content (UGC) Encountered Enterprise-Generated Content (EGC):Quantifying the Impact of EGC on the Propagation of Negative UGC[C]. PACIS, 2014
[7] 王战平,阮成奇,李鸣瑜,等. 企业微博传播效果测评研究[J]. 情报科学, 2014,32(9):52-59
[8] 杨学成,兰冰. 基于内容分析的品牌微博沟通研究[J]. 经济与管理研究, 2014,(4):119-128
[9] 杨学成,兰冰,孙飞. 品牌微博如何吸引粉丝互动——基于CMC理论的实证研究[J]. 管理评论, 2015,27(1):158-168
[10] 杨学成,肖彦,陈飞. 微博沟通对消费者外显和内隐品牌态度的影响[J]. 学海, 2015,(5):136-142
[11] Kumar A., Bezawada R., Rishika R., et al. From Social to Sale:The Effects of Firm-Generated Content in Social Media on Customer Behavior[J]. Journal of Marketing, 2016,80(1):7-25
[12] Wang Z., Kim H. G. Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective[J]. Journal of Interactive Marketing, 2017,39:15-26
[13] Men L. R., Tsai W. H. S. Infusing Social Media with Humanity:Corporate Character, Public Engagement, and Relational Outcomes[J]. Public Relations Review, 2015,41(3):395-403
[14] Waters R. D., Burnett E., Lamm A., et al. Engaging Stakeholders through Social Networking:How Nonprofit Organizations are Using Facebook[J]. Public Relations Review, 2009,35(2):102-106
[15] Saxton G. D., Waters R. D. What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations' Informational, Promotional, and Community-building Messages[J]. Journal of Public Relations Research, 2014,26(3):280-299
[16] Lee J., Hong I. B. Predicting Positive User Responses to Social Media Advertising:The Roles of Emotional Appeal, Informativeness, and Creativity[J]. International Journal of Information Management, 2016,36(3):360-373
[17] Alhabash S., McAlister A. R., Quilliam E. T., et al. Alcohol's Getting a Bit More Social:When Alcohol Marketing Messages on Facebook Increase Young Adults' Intentions to Imbibe[J]. Mass Communication and Society, 2015,18(3):350-375
[18] Mu J. Marketing Capability, Organizational Adaptation and New Product Development Performance[J]. Industrial Marketing Management, 2015,49:151-166
[19] Spence M. Job Market Signaling[J]. The Quarterly Journal of Economics, 1973,87(3):355-374
[20] Anand B. N., Shachar R. Targeted Advertising As a Signal[J]. QME, 2009,7(3):237-266
[21] Chung S., Animesh A., Han K., et al. Firm's Social Media Efforts, Consumer Behavior, and Firm Performance[C]. International Conference on Information Systems, 2014
[22] Nelson P. Information and Consumer Behavior[J]. Journal of Political Economy, 1970,78(2):311-329
[23] 蒋传海. 广告信息不对称与消费者行为选择[J]. 外国经济与管理, 2003,25(7):39-43
[24] Milgrom P., Roberts J. Price and Advertising Signals of Product Quality[J]. Journal of Political Economy, 1986,94(4):796-821
[25] Stigler G. J. The Economics of Information[M]. Cambridge:Belknap Press of Harvard University Press, 1984
[26] Bettman J. R., Park C. W. Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes:A Protocol Analysis[J]. Journal of Consumer Research, 1980,7(3):234-248
[27] Klein L. R. Evaluating the Potential of Interactive Media through a New Lens:Search versus Experience Goods[J]. Journal of Business Research, 1998,41(3):195-203
[28] Nelson P. Advertising as Information[J]. Journal of Political Economy, 1974,82(4):729-754
[29] Goldman R., Papson S. Sign Wars:The Cluttered Landscape of Advertising[M]. New York:Guilford Press, 1996
[30] 任胜,彭宇,赵天宇. 关系社会资本的交互效应对新创企业发展绩效影响的纵向案例研究[J]. 管理学报, 2015,12(10):1429-1435
[30] Koka B. R., Prescott J. E. Strategic Alliances as Social Capital:A Multidimensional View[J]. Strategic Management Journal, 2002,23(9):795-816
[31] Nahapiet J., Ghoshal S. Social Capital, Intellectual Capital and the Creation of Value in Firms[J]. Academy of Management Proceedings, 1997,(1):35-39
[32] Burt R. S. Closure as Social Capital[J]. Social Capital:Theory and Research, 2001,(1):31-56
[33] Adler P. S., Kwon S. W. Social Capital:Prospects for a New Concept[J]. Academy of Management Review, 2002,27(1):17-40
[34] Ostrom E. Collective Action and the Evolution of Social Norms[J]. Journal of Economic Perspectives, 2000,14(3):137-158
[35] Gabby S. M., Leenders T. A. J. Corporate Social Capital and Liability[M]. Boston:Kluwer Academic Publishers, 1999
[36] 范红霞. 微信中的信息流动与新型社会关系的生产[J]. 现代传播, 2016,(10):53-59
[37] 张璐,张鹏翼. 线上线下社会资本与社会化问答行为的关系研究——以知乎医学和健康话题为例[J]. 图书情报工作, 2017,61(17):84-90
[38] Singh S. N., Cole C. A. The Effects of Length, Content, and Repetition on Television Commercial Effectiveness[C]. American Marketing Association, 1993
[39] Viswanath B., Mislove A., Cha M., et al. On the Evolution of User Interaction in Facebook[C]. Proceedings of the 2nd ACM Workshop on Online Social Networks, ACM, 2009
[40] Son J., Lee H. K., Jin S. S., et al. How do Multiple Topics in Terse Tweets Affect Retweeting? Evidence from the 2013 Colorado Floods[C]. Twenty-third Americas Conference on Information Systems, 2017
[41] Berger J. Word of Mouth and Interpersonal Communication:A Review and Directions for Future Research[J]. Journal of Consumer Psychology, 2014,24(4):586-607
[42] Gavilanes J. M., Flatten T. C., Brettel M. Content Strategies for Digital Consumer Engagement in Social Networks:Why Advertising Is an Antecedent of Engagement[J]. Journal of Advertising, 2018,47(1):4-23
[43] Muntinga D. G., Moorman M., Smit E. G. Introducing COBRAs:Exploring Motivations for Brand-related Social Media Use[J]. International Journal of Advertising, 2011,30(1):13-46
[44] Berger J. Arousal Increases Social Transmission of Information[J]. Psychological Science, 2011,22(7):891-893
[45] Kim C., Yang S. U. Like, Comment, and Share on Facebook:How Each Behavior Differs from the Other[J]. Public Relations Review, 2017,43(2):441-449
[46] De Vries L., Gensler S., Leeflang P. S. H. Popularity of Brand Posts on Brand Fan Pages:An Investigation of the Effects of Social Media Marketing[J]. Journal of Interactive Marketing, 2012,26(2):83-91
[47] Akpinar E., Berger J. Valuable Virality[J]. Journal of Marketing Research, 2017,54(2):318-330
[48] Florin J., Lubatkin M., Schulze W. A Social Capital Model of High-growth Ventures[J]. Academy of Management Journal, 2003,46(3):374-384
[49] 蔡佩儿,沙振权. 互联网视频贴片广告下的品牌说服效果[J]. 管理学报, 2016,13(10):1525-1533
[50] Elberse A., Eliashberg J. Demand and Supply Dynamics for Sequentially Released Products in International Markets:The Case of Motion Pictures[J]. Marketing Science, 2003,(22):329-354
[51] 傅慧芬,赖元薇. 消费电子品品牌社交媒体内容营销策略研究——基于联想、华为、HTC和三星微信公众号的内容分析[J]. 管理评论, 2016,28(10):259-272
[52] Resnik A., Stern B. L. An Analysis of Information Content in Television Advertising[J]. The Journal of Marketing, 1977,(1):50-53
[53] Lee D., Hosanagar K., Nair H. S. Advertising Content and Consumer Engagement on Social Media:Evidence from Facebook[J]. Management Science, 2018,64(11):5105-5131
[54] 汪会玲,吴梦颖. 基于社会网络分析的我国家庭旅馆评价模型构建[J]. 管理学报, 2015,12(3):433-438
[55] Kim H., Hanssens D. M. Advertising and Word-of-mouth Effects on Pre-launch Consumer Interest and Initial Sales of Experience Products[J]. Journal of Interactive Marketing, 2017,37:57-74
[56] Sundar S. S., Kim J. Interactivity and Persuasion:Influencing Attitudes with Information and Involvement[J]. Journal of Interactive Advertising, 2005,5(2):5-18
[57] Belanche D., Flavián C., Pérez-Rueda A. Understanding Interactive Online Advertising:Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads[J]. Journal of Interactive Marketing, 2017,37:75-88
[58] 薛杨,许正良,景涛. 微信营销环境下用户信息分享意愿提升及管理应用[J]. 情报科学, 2017,(2):98-101
[59] Liu A., Mazumdar T., Li B. Counterfactual Decomposition of Movie Star Effects with Star Selection[J]. Management Science, 2014,61(7):1704-1721
[60] Chen K., Yin J. Information Competition in Product Launch:Evidence from the Movie Industry[J]. Electronic Commerce Research and Applications, 2017,26:81-88
[61] Huang D., Strijnev A., Ratchford B. Role of Advertising and Consumer Interest in the Motion Picture Industry[J]. Review of Marketing Science, 2015,13(1):1-40
[62] Hennig-Thurau T., Wiertz C., Feldhaus F. Does Twitter Matter? The Impact of Microblogging Word of Mouth on Consumers' Adoption of New Movies[J]. Journal of the Academy of Marketing Science, 2015,43(3):375-394
[63] Joshi A., Mao H. Adapting to Succeed? Leveraging the Brand Equity of Best Sellers to Succeed at the Box Office[J]. Journal of the Academy of Marketing Science, 2012,40(4):558-571
[64] 薛健平,余伟萍,牛永革. 电子商务企业微博品牌传播效果研究——以易迅网微博为例[J]. 软科学, 2013,27(12):67-71
[65] Liu Y. Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J]. Journal of Marketing, 2006,70(3):74-89
[66] Berger J., Milkman K. L. What Makes Online Content Viral?[J]. Journal of Marketing Research, 2012,49(2):192-205
[67] Rooderkerk R. P., Pauwels K. H. No Comment?! The Drivers of Reactions to Online Posts in Professional Groups[J]. Journal of Interactive Marketing, 2016,35:1-15
[68] Schmidt S., Eisend M. Advertising Repetition:A Meta-analysis on Effective Frequency in Advertising[J]. Journal of Advertising, 2015,44(4):415-428
[69] Olney T. J., Holbrook M. B., Batra R. Consumer Responses to Advertising:The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time[J]. Journal of Consumer Research, 1991,17(4):440-453
[70] Elberse A. The Power of Stars:Do Star Actors Drive the Success of Movies?[J]. Journal of Marketing, 2007,71(4):102-120
[71] 舒扬,杨秋怡. 基于大样本数据模型的汽车贷款违约预测研究[J]. 管理评论, 2017,29(9):59-71
[72] 李卫东,刘洪. 研发团队成员信任与知识共享意愿的关系研究——知识权力丧失与互惠互利的中介作用[J]. 管理评论, 2014,26(3):128-138
[73] Preacher K. J., Hayes A. F. SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models[J]. Behavior Research Methods, Instruments, & Computers, 2004,36(4):717-731
[74] Lee P. M. What's in a Name. com?:The Effects of ‘. Com’ Name Changes on Stock Prices and Trading Activity[J]. Strategic Management Journal, 2001,22(8):793-804
[75] Lampel J., Shamsie J. Critical Push:Strategies for Creating Momentum in the Motion Picture Industry[J]. Journal of Management, 2000,26(2):233-257
[76] Chung W., Kalnins A. Agglomeration Effects and Performance:A Test of the Texas Lodging Industry[J]. Strategic Management Journal, 2001,22(10):969-988
[77] Dens N., De Pelsmacker P. Attitudes toward the Extension and Parent Brand in Response to Extension Advertising[J]. Journal of Business Research, 2010,63(11):1237-1244
[78] Darke P. R., Ritchie R. J. B. The Defensive Consumer:Advertising Deception, Defensive Processing, and Distrust[J]. Journal of Marketing Research, 2007,44(1):114-127
[79] Fransen M. L., Verlegh P. W. J., Kirmani A., et al. A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them[J]. International Journal of Advertising, 2015,34(1):6-16
[80] Yoon G., Li C., Ji Y., et al. Attracting Comments:Digital Engagement Metrics on Facebook and Financial Performance[J]. Journal of Advertising, 2018,47(1):24-37