管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (8): 146-160.

• 市场营销 • 上一篇    

社交媒体营销研究与展望——基于Web of Science核心数据库和CNKI数据库的综合分析

王永贵1,2,3, 王皓月4, 杨江琳5, 刘俊琴4   

  1. 1. 浙江工商大学现代商贸研究中心, 杭州 310018;
    2. 浙江工商大学数字创新与管理研究院, 杭州 310018;
    3. 浙江工商大学工商管理学院, 杭州 310018;
    4. 对外经济贸易大学国际商学院, 北京 100029;
    5. 首都经济贸易大学工商管理学院, 北京 100070
  • 收稿日期:2023-09-11 发布日期:2024-09-03
  • 作者简介:王永贵，浙江工商大学现代商贸研究中心首席专家、数字创新与管理研究院院长、工商管理学院教授，博士生导师;王皓月，对外经济贸易大学国际商学院博士研究生;杨江琳，首都经济贸易大学工商管理学院硕士研究生;刘俊琴，对外经济贸易大学国际商学院博士研究生。
  • 基金资助:
    国家自然科学基金重点项目(72032004)；对外经济贸易大学研究生科研创新基金项目(202361)。

Literature Review and Prospects of Social Media Marketing: A Comprehensive Analysis of Core Database of Web of Science and CNKI

Wang Yonggui1,2,3, Wang Haoyue4, Yang Jianglin5, Liu Junqin4   

  1. 1. Contemporary Business and Trade Research Center, Zhejiang Gongshang University, Hangzhou 310018;
    2. Digital Innovation and Management Institute, Zhejiang Gongshang University, Hangzhou 310018;
    3. College of Business Administration, Zhejiang Gongshang University, Hangzhou 310018;
    4. School of Business, University of International Business and Economics, Beijing 100029;
    5. College of Business Administration, Capital University of Economics and Business, Beijing 100070
  • Received:2023-09-11 Published:2024-09-03

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摘要： 在数字经济时代,社交媒体的使用已不再局限于用户之间的交流和意见分享,越来越多的企业也开始将社交媒体作为有效的营销工具以促进效益的提升和实现品牌资产的增值。相应地,社交媒体营销得到了越来越多学者和管理者的关注,但基于整体视角搭建社交媒体营销框架的研究却十分匮乏,社交媒体营销研究与实践中的一系列关键问题亟须解决。基于Web of Science核心数据库和CNKI数据库,通过对1472篇高质量英文文献和519篇高质量中文文献的梳理和分析,本文构建了社交媒体营销研究的整合框架:从个体视角、交互视角和情境视角三个层面归纳了社交媒体营销研究的理论基础;从消费者、企业、平台和社会四个层面揭示了社交媒体营销效果的影响因素;从企业效益、消费者效益以及社会效益三个层面阐明了社交媒体营销的重要价值,进而识别出产品创新、品牌资产、感知价值等发挥的中介作用以及社会相关因素、企业相关因素、顾客相关因素与技术相关因素的调节作用。在此基础上,本文进一步揭示出现有社交媒体营销研究中存在的主要问题,阐述了未来的重点研究方向和研究问题,以期为构建更加系统的社交媒体营销理论提供借鉴,为指导社交媒体营销实践提供有效指引。

关键词: 社交媒体营销, 生成内容, 消费者参与, 研究述评

Abstract: In the era of the digital economy, the use of social media has transcended its traditional role in user communication and opinion sharing. Increasingly, enterprises are harnessing social media as a powerful marketing tool to improve their efficiency and enhance their brand assets. Consequently, social media marketing has attracted more attention from scholars and managers. However, research that aims at constructing a holistic framework for social media marketing is still in its exploratory stage, with several key issues to be resolved. Based on the core database of Web of Science and CNKI, this paper meticulously analyzes 1,472 pieces of English literature and 519 pieces of Chinese literature to construct an integrated framework for social media marketing research. The theoretical foundations of social media marketing research are summarized from three perspectives:individual perspective, interaction perspective and contextual perspective. Furthermore, the influencing factors are elucidated from four dimensions:consumers, enterprises, platforms and society, and the significant role is expounded from three dimensions:enterprise benefits, consumer benefits and society benefits. In addition, this paper explores the mediating effects of product innovation, brand assets and perceived value, as well as the moderating effects of societyrelated factors, enterprise-related factors, customer-related factors and technology-related factors. Then this paper further highlights the main issues in the existing social media marketing research and identifies future research directions to provide insights for developing more systematic theory of social media marketing and guiding social media marketing practices in future.

Key words: social media marketing, generated content, customer participation, literature review