| Author: | Tian, Jun |
| Title: | 转还是不转？关于 B2B 企业微信公众号社交媒体内容营销的实证研究 |
| Other Title: | Repost or not : an empirical study of business-to-business social media content marketing |
| Advisors: | 顾芳 (MM) |
| Degree: | D.Mgt. |
| Year: | 2024 |
| Subject: | Social media -- Marketing Internet marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | 177 pages : color illustrations |
| Language: | Chinese |
| Abstract: | 本研究研究聚焦于数字社交媒体时代，中国 B2B上市企业，在微信公众号的新型内容营销和传播扩张策略。 通过对中国境内 208 家 B2B上市公司，2022/01/01-2023/02/29 期间的 33400 篇微信公众号文章的内容建立编码字典和分析，对比了ESG/思想领导力Thought Leadership/第三方组织背书Third Party Endorsement 这三个与2C有显著差异的新型内容品类，实证检验了他们与企业公众号传播目标-读者互动行为（点赞在看转发等）的相关性，发现了思想领导力和第三方背书能显著提升读者互动行为，同时发现了ESG内容并不如企业期待的那样讨好，但可以被TL思想领导力正向调节的有趣现象。 然后，为研究是怎样的阅读感受，会作为中介变量影响读者的互动倾向，我们通过对维谛技术有限公司517名员工，和464名合作伙伴的问卷调研，发现了TL思想领导力内容，可以通过自我表达的中介机制，正向影响读者的互动意愿和进一步传播行为(转发+分享)；TPO第三方背书内容，则可以通过价值感知和认同感的中介机制，正向影响读者的互动意愿，和进一步传播行为。 最后，通过对比员工和合作伙伴群体的数据，发现员工在B2B企业社交媒体内容运营中，是值得被特别重视的群体，他们会通过让渡互联网私欲空间，完成对企业品牌/产品宣传的独特的杠杆增益作用，而这种现象，在传统B2B线下营销中是几乎没有的。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7817.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 6.16 MB | Adobe PDF | View/Open |
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