社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

Consumer Trust,Social Marketing and Ethics of Welfare Exchange

The global corporate scandals such as Enron, Worldcom and Global Crossing have raised fundamental issues of business ethics as well as economic, social and anthropological questions concerning the nature of business competition and global capitalism. The purpose of this conceptual paper is to introduce the concept of “welfare exchange” to the existing notions of economic, social and anthropological notions of business and exchange in markets and society in the 21st century. Global competition and business success in the 21st century continue to raise the nature of economic value and the interaction among diverse actors in international markets, institutions and society. We believe that the nature of such exchange between consumers and organizations, which can also be termed social marketing, need to increasingly take into account a welfare and ethical component. In this paper, we introduce our concept of welfare exchange to emphasize the importance of such welfare and ethical issues in the global business environment of the 21st century.     

The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior

Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.     

Social Media Index Valuation: Impact of Technological,Social, Economic,and Ethical Dimensions

Marketing practitioners have recognized a growing need to measure consumer-generated social media in a standard way since there are numerous social media indicators in use, making intra- and inter-company comparisons difficult. This paper identifies four social media dimensions for measurement and evaluation: technological, social, economic, and ethical; and, subsequently, measures social media. The study makes a contribution to social media literature by using analytic hierarchy process of developing a mathematical model for social media index valuation. The “social media composite index number” will serve as an industry benchmark signifying the organization's share and commitment to social media.     

Habits,Self-Control and Social Conventions: The Role of Global Media and Corporations

There has been an intellectual debate at least since the 1960s in business ethics on the role of the media in relation to consumer choice driven by either habits or rationality. If consumers are totally rational, then the global media and global corporations provide just information and knowledge. If consumers are influenced by habit then large corporations and global media can greatly influence consumer choice and create problems of self-control (Ainslie, 1992, Pico Economics: The Strategic Interaction of Successive Motivational States Within the Person, Cambridge University press, Cambridge). In this article, we provide a synthesis and integrated approach to this continuing debate. We provide a more institutional approach to consumer choice based on social conventions, rather than just on individual habits and lapses in self-control.     

消费者行为研究的社会科学视角与中国本土化研究的主题

多年来社会科学的许多理论和方法被用于研究消费者行为,其中阐述实证主义导向的社会科学理论和方法从外部思考消费者行为,阐释主义导向的社会科学理论和方法更多的是论述了对消费者行为"是什么"的问题,二者应该能够相辅相成。无论以哪种理论和方法进行研究,重要的是将消费者行为研究与中国消费者行为特色结合起来,在中国背景下检验西方理论和模型的适用性,提出符合中国国情的理论模型,开展针对中国情境的特定理论或知识研究。     

Coffee as a Medium for Ethical,Social, and Political Messages: Organizational Legitimacy and Communication

This research examines how an organization, Thanksgiving Coffee, establishes and maintains its legitimacy with its constituent publics. In line with Boyd’s (2000, Journal of Public Relations Research 12(4), 341–353.) concept of actional legitimacy, Thanksgiving Coffee demonstrates a legitimation strategy addressing social issues and by responding to ethical and political questions. Applying Fisher’s (1984, Communication Monographs 51, 1–18) concepts of narrative fidelity and probability, Thanksgiving Coffee’s policies and communication activities were found to alleviate the social issues to which they were addressed and therefore reinforce perceptions of legitimacy among publics. Viewing the influence of organizations from a different perspective, this study provides an example of how the policies of an organization can have a positive impact on the broader society in which it operates. Gregory G. De Blasio teaches courses related to business communication, public relations writing, and marketing communication campaigns. His research interests include the study of communication campaigns as they relate to social issues and organizational legitimacy. Dr. De Blasio joined the Communication Department at Northern Kentucky University in 2004. His Ph.D. in communication is from Wayne State University. He received his M.A. from the Pennsylvania State University and his B.A. from William Paterson University. A past International Association of Business Communicators (IABC) board member and chapter president in Detroit, Greg has provided public relations and marketing communication counsel to clients based in Detroit and elsewhere.     

A Preliminary Investigation into the Role of Positive Psychology in Consumer Sensitivity to Corporate Social Performance

Research on positive psychology demonstrates that specific individual dispositions are associated with more desirable outcomes. The relationship of positive psychological constructs, however, has not been applied to the areas of business ethics and social responsibility. Using four constructs in two independent studies (hope and gratitude in Study 1, spirituality and generativity in Study 2), the relationship of these constructs to sensitivity to corporate social performance (CSCSP) were assessed. Results indicate that all four constructs significantly predicted CSCSP, though only hope and gratitude interacted to impact CSCSP. Discussion focuses upon these findings, limitations of the study, and future avenues for research.     

消费社会语境下的广告文化批判

消费社会是以商品的大规模消费为特征的社会,从消费社会的角度来看,广告文化具备符号化、视觉化、时尚化和鼓励炫耀性消费的特征。在消费社会,广告通过建构商品符号意义,强化、误导目标受众的身份认同,刺激消费者的欲望,来助推消费心理,夸大其对心理满足的功能。它深深地受到商品逻辑的制约,反过来以商品逻辑瓦解原有的社会价值结构和秩序,并在与媒介的同谋中,广泛而持续地干扰媒介传播,刺激着消费社会以及社会文化的负面发展。     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

中国消费阶层:基于经济资本和文化资本的分析

社会阶层是市场细分的重要变量之一,通过对中西方社会阶层研究的回顾提出以经济资本和社会资本为划分维度。对中国消费者进行社会阶层市场细分的方法,包括精英阶层、知识阶层、中产阶层、新富阶层和草根阶层,探讨各社会阶层的核心消费行为特征,指出研究的局限和未来方向。     

社会转型期的城市家庭文化－以北京市海淀区为例

利用海淀区妇女联合会组织的“海淀区家庭文化调查”所提供的资料,探讨了社会转型期城市居民家庭的人际关系、生活方式、消费理念、家庭教育以及家庭养老模式的变化及其特点。认为现在有更多的人正不断调整自己的心态以适应变动中的家庭条件和环境,把家庭作为满足情感享受和精神需求的寓所。本研究显示,尽管现在离婚率呈上升趋势,但人们的家庭观念也更浓重了。     

Gender and Hedonic Usage Motive Differences in Social Media Site Usage Behavior

ABSTRACT

This study investigates how the user's gender and hedonic usage motive differences influence evaluation and usage of social media sites. This study develops and tests a conceptual model that captures the relationship among four social media site usage determining factors, social media involvement, satisfaction, and usage intention. The moderating role of two user characteristics on the social media site usage behavior is also empirically tested. Structural equation analysis results show significant moderating effects of gender and the hedonic usage motive of users on the evaluation and usage behavior of social media sites. Managerial implications and future research directions are discussed.     

“I Need You Too!” Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility

The extent to which people identify with an organization is dependent on the attractiveness of the organizational identity, which helps individuals satisfy one or more important self-definitional needs. However, little is known about the antecedents of company identity attractiveness (IA) in a consumer–company context. Drawing on theories of social identity and organizational identification, a model of the antecedents of IA is developed and tested. The findings provide empirical validation of the relationship between IA and corporate associations perceived by consumers. Our results demonstrate that the Corporate Social Responsibility (CSR) contribution to company IA is much stronger than that of Corporate Ability (CA). This may be linked to increasing competition and of decreasing CA-based variation in the marketplace.     

中美消费者消费行为比较研究：以肯德基（KFC）为例

通过对中美两国大学生(n=795)的调查,测量和比较了两国年轻消费者对肯德基(KFC)的消费行为、品牌印象和重购意愿。相对美国被访者而言,中国被访者更愿意呆在肯德基餐厅里就餐,时间也更长;中国被访者对肯德基的正面印象更多;美国被访者对肯德基未来光顾的可能和满意之间的相关度高于中国被访者。     

Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation

The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading consumer products manufacturers. Data was collected from consumers in two countries – Spain and the UK. The study analyses consumers’ degree of interest in corporate responsibility and its impact on their perception about the company. The findings here suggest a weak impact of company-specific communication on consumers’ perception. The implications of this study are relevant to companies for strengthening their social responsibility associations with the consumers. Dr. Jaywant Singh is Senior Lecturer at Kingston University, London where he teaches consumer behaviour and international marketing. His research interests include customer loyalty, product variants, new brands, corporate social responsibility, and consumer panel data. He received his PhD in marketing in 2004. Dr. Maria de Mar Garcia de los Salmones is Lecturer at University of Cantabria (Spain). Her current research interests include corporate social responsibility, brand image and consumer behaviour. She received her PhD in business administration in 2002. Dr. Ignacio Rodriguez de Bosque is Professor of Marketing at the University of Cantabria (Spain). His current research interests include Business Communication, relationship marketing and distribution channels. He has published in several international journals such as Tourism, Management, Journal of Retailing and Consumer Services and Industrial Marketing Management.     

The Impact of Social Darwinism Perception,Status Anxiety,Perceived Trust of People,and Cultural Orientation on Consumer Ethical Beliefs

This study intends to explore the effects of political, social and cultural values on consumers’ ethical beliefs regarding questionable consumption behaviors. The variables examined include status anxiety, social Darwinism perception, perceived trust of people, and cultural orientation. Based on a field survey in Taiwan, the results showed that consumers with low ethical beliefs have higher perception of social Darwinism and status anxiety than consumers possess neutral and high ethical beliefs. The result also showed that the neutral ethics group had higher trust on people than the low ethics groups. Finally, the high ethics group expressed significantly higher perception of vertical collectivism than those consumers of the low and neutral ethics group. Jyh-shen Chiou (Ph.D. in Marketing, Michigan State), is professor of Marketing, Dept. of International Business, College of Commerce, National Chengchi University, Taiwan. His research focuses on consumer behavior and strategic marketing. His work has been published in Journal of Academy of Marketing Science, Journal of Business Ethics, Journal of Interactive Marketing, Journal of Service Research European Journal of Marketing, Psychology & Marketing, Journal of Social Psychology, etc. Lee-Yun Pan, is assistant professor of marketing, Dept. of Business Administration, Feng Chia University.     

Consumer socialization,social structural factors and decision‐making styles: a case study of adolescents in Malaysia

The purpose of this study is to investigate how the process of consumer socialization will determine adolescents’ decision‐making styles. Eight decision‐making styles were conceptualized as outcomes of the socialization process, which is acquired via interaction with socialization agents, namely parents, peers, printed media, television commercials and in‐school education. The study also proposed five social structural variables (social class, gender, ethnicity, residence and religion) as being associated with the socialization agents and decision‐making styles. The study sample consisted of 934 adolescents between the ages of 16 and 19 years. The data were collected using a self‐administered questionnaire and analysed with the SPSS computer program. As a result of regression analyses, significant relationships were found between social structural factors and socialization processes, suggesting that the influence of socialization agents on adolescents may vary according to certain demographic characteristics. Significant relationships were also found between social structural factors and socialization processes. Peers appeared to be the most important agents of consumer socialization, contributing to a variety of desirable as well as undesirable consumer decision styles. Printed media and television commercials were also found to be significant sources of the acquisition of both desirable and undesirable decision‐making styles. Parents and in‐school education, however, were insignificant in the acquisition of any decision‐making styles among adolescents. Information obtained from this study could be useful to government agencies and consumer educators. The most revealing finding of this study is that parents did not contribute to the formulation of decision‐making orientation for adolescents. This points to the need for consumer educators to take steps in designing programmes that will involve parents as primary socialization agents at home; this may be facilitated via printed materials. Apart from this, the information can also be helpful in enabling marketers to be more effective in targeting various adolescent markets by formulating marketing strategies according to demographic factors, socialization process and decision‐making styles.     

从国家与社会关系看中小私营企业主的政治参与

私营经济及私营企业主阶层的形成和出现,是中国改革开放以来社会结构变化中最引人注目的现象。关注中小私营企业主政治参与,有助于促进社会和谐发展。结合目前国内对私营企业主阶层政治参与研究的状况和实地调查,着重从国家与社会关系的角度分析我国中小私营企业主阶层的政治倾向和政治参与,在此基础上提出中小私营企业主阶层政治参与的真实社会建构。     

新媒体与广告未来发展——2011年西方广告研究热点评析

本文以西方目前主导性广告学术类六大刊物在2010-2011年间所刊登的188篇学术论文为主要考察对象,整理出比较突出的广告研究热点:社交媒体与广告的研究热潮、互动媒体环境要求新的社会营销模式、植入式广告在新媒体环境中的效果、少数群体的广告也成为了"热点"、广告道德规范、当广告遭遇"回避"、广告效果认知的误区、市场调查的未来发展等八个方面,希望由此勾画出西方广告学术研究发展的最新脉络。