基于跨境社交平台的产品推广模式研究

论文调查分析了近年来热度较高的跨境社交媒体平台以及相关使用数据,利用相关性分析方法分析了多个平台的数据,在此过程中发现了各平台间具有相当高的互惠性,并运用互惠比例和推广方式适配度模型完成了对跨境社交平台的运行模式以及推广方式的对比分析,最终研究得出跨境社交媒体平台的产品推广模式。     

传统媒体的转型与融媒生态圈构建研究——以杭州二更网络科技有限公司为例

当前融媒体的发展已成为一股不可逆转的潮流。传统媒体的转型需要媒体行业整合自身优势,从资源、内容、宣传、价值等方面入手,对生产运营进行改革,重建媒体与用户之间、新媒体与传统媒体之间的“链条”。论文以杭州二更网络科技有限公司为例,具体阐述了“二更”的传统媒体转型,将新媒体融入“二更”文化,打造属于“二更”的融媒体生态圈。     

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.     

Does Social Media Get Your Attention?

The author investigates how social media affects stock prices and post–earnings announcement drift in response to companies’ quarterly earnings announcements. Using quarterly earnings data as well Twitter and StockTwits data, the author utilizes Twitter volume and a residual methodology to generate an attention proxy that is orthogonal to the growth of Twitter accounts. The author finds that the new attention brought by social media after the earnings announcements positively affects the cumulative abnormal returns. Further, even companies reporting bad news can still have positive immediate cumulative abnormal returns if they attract enough attention from investors after an earnings announcement. The new attention effects are different in both magnitudes and statistical significance between social media popular and unpopular industries.     

I am who I am: Sharing photos on social media by older consumers and its influence on subjective well-being

We are faced with an aging population whose longer lives need to be lived well. Extant marketing scholarship has largely neglected older consumers' behavior in relation to the social media realm and its influence on well-being. This two-stage qualitative study investigates subjective well-being, exploring whether and how sharing photos on social media increases the dimensions of self-acceptance, positive relations with others, autonomy, environmental mastery, purpose in life, and personal growth. The findings indicate that photo-sharing is a powerful behavior in augmenting older consumers' well-being as it enables individual self-reflection, self-representation and transforms the individual experience into a collective one. Contributions include, that photo-sharing acts as a bridge in creating, reinforcing but also breaking bonds among older consumers, also a tension exists between the desire for autonomy and the need for relationships with others, and finally that the digital self is a component of subjective well-being in older consumers.     

News sentiment and sovereign credit risk

We explore the impact of media content on sovereign credit risk. Our measure of media tone is extracted from the Thomson Reuters News Analytics database. As a proxy for sovereign credit risk we consider credit default swap (CDS) spreads, which are decomposed into their risk premium and default risk components. We find that media tone explains and predicts CDS returns and is a mixture of noise and information. Its effect on risk premium induces a temporary change in investors’ appetite for credit risk exposure, whereas its impact on the default component leads to reassessments of the fundamentals of sovereign economies.     

Application of social media analytics in tourism crisis communication

Given the newly established communication environment of social media and highly unpredictable crisis situations, this study questioned how tourists facing an unexpected crisis situation use social media to communicate and search for information. To this end, this study developed a multi-phased social media analytic framework (data crawling, data processing and text mining, social network analysis, semantic network analysis, and network visualization) to assess the structure of information exchanges between the members of a tourism organization’s social network community and identified influential actors and information content within the social network. This study’s findings suggest genuine ways of relating with and utilizing opinion leaders and influencers in social media marketing communication as well as crisis communication. The authors expect this proposed methodological framework of social media analytics to help other scholars scientifically identify and implement the proper methodologies for utilizing social media data.     

Process innovation capability and subsequent collaborative team performance in travel planning: a knowledge exchange platform perspective

Purpose: Backpacker tourism is flourishing in this century as the high development of Internet technology which enables travellers to search for resources they need easier. The research goal of this study was to exam how virtual skill and collective efficacy affect process innovation capability and subsequent team performance of collaborative design team in a virtual community. Design/methodology/approach: In this study, we formulated the virtual team model from the perspectives of open innovation paradigm and virtual competence, and we collected virtual community participation samples from the online communities. Invitation emails were delivered to numerous trip plan initiators in two well-known online travel communities for filling survey questionnaires for this study. In total, 3000 invitation messages were mailed, of which 373 were returned completed. The model and hypotheses were tested by structural equation modelling. Findings: Virtual competence, including collective efficacy and virtual media skill, is the essential key to facilitate process innovation capability and subsequent team performance success. Besides, knowledge sharing significantly moderates the relationship between process innovation capability and the team performance. Originality/value: Backpackers in the online travel communities have to have not only the willingness to collaborate, but also the abilities of using the correct tool to help with their tasks. When a self-efficacy gets into collective efficacy, it enables the collaborative team to develop with good virtual competencies. Accordingly, trip plan initiator and participants of a virtual team are as expertise contributors between conformity in online communities and online compulsive control tendencies.     

异质性媒体与资本市场信息效率

新闻传媒通过其信息处理和传播功能 ,对资本市场的信息整合产生了重要影响.不同于以往的研究 ,文章深入新闻传媒行业内部 ,探讨了不同类别的媒体(中央媒体与各地方媒体)对中国资本市场信息效率的差异化影响.研究发现:中央媒体既可以直接提升资本市场信息效率 ,又可以通过削弱政治关联对资本市场信息整合的不利影响,间接改善资本市场信息效率;地方媒体虽然能够直接提升资本市场信息效率 ,但是无力削弱政治关联对资本市场信息整合的不利影响 ,其间接渠道并不起作用.这一结果考虑了媒体跟踪上市公司时可能产生的内生性问题 ,在一系列稳健性测试中始终存在.文章认为 ,相对于地方媒体 ,中央媒体在信息透明度较低情况下的信息获取和处理的能力优势 ,以及面对政治关联时保持客观报道的独立性优势,可以解释这一发现.