浅议自媒体视域下高校学生管理工作创新思考

近年来,随着网络技术的飞速发展和移动互联工具在大学生中的迅速普及,"无网不在"、"每日必网"迅速成为90后大学生基本的生活方式,学生管理工作受到更加严峻的挑战。本文通过对自媒体平台工具差异化比较研究,结合高校的具体情况,提出了运用自媒体工具推进学生管理工作创新的具体举措。     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

How virtual brand community traces may increase fan engagement in brand pages

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have seen organic reach fall below 2% of their base. In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. We suggest the steps, conditions, advantages, and limitations involved in nurturing a brand page as an online social gathering that assumes some of the characteristics of a virtual brand community. The results of our study show that a brand page can have some of the characteristics of a virtual brand community—topical information exchange, identity communication, and establishment and internalization of cultural norms. We also show the importance of having celebrities among fans in order to foster social interactions and legitimate social practices on brand pages.     

Reaching audiences through travel vlogs: The perspective of involvement

Travel vlogs are popular, but how audiences get involved while watching remains unclear. This study explored audience involvement along with expressions of travel intention. A systematic sampling procedure was developed, filtering 132 ‘highly involving sessions’ from 25 videos in Bilibili, a Chinese video-sharing platform. Qualitative analyses were applied, and the findings were threefold. Firstly, a five-category video content typology was highlighted, including frame aesthetics, video editing, fandom, humour, and tourist experiences. Secondly, bullet comments were deconstructed into six dimensions through examining concepts of ‘audience involvement’. Lastly, to address possible patterns of travel intention linked to the video content types, three propositions were made. This work serves as an exploration of audience involvement in the travel vlog phenomenon, an elaboration of travel intention expression in this context, and a method of assessing tourist-generated videos through bullet comments. Practical implications were discussed.     

自媒体时代加强物流专业大学生的思想政治教育研究

本文主要通过对自媒体时代下加强物流专业大学生的思想政治教育的重要性进行阐述,引导物流专业大学生的思想政治教育的特点,提出自媒体时代下针对物流专业大学生的思政教育面临的机遇、挑战,最后提出相应的对策。     

Pinning and Promotion: How Local Television Stations Are Using Pinterest for Branding and Audience Connectivity

Over the past decade, social media have become an increasingly important component in the ways broadcasters communicate with their audiences. A relative newcomer to that mix is the social network Pinterest, which enables followers to post photos and other types of visuals based on topics of interest. A content analysis examined how 85 local television stations are using that social network for promotion and branding. Results showed that, rather than promotion, use of Pinterest primarily revolves around lifestyle content, including postings by stations and interactivity by followers.     

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.     

Collaborative commerce in tourism: implications for research and industry

Technology advances enable people to trade and sell their own travel products, which in turn create numerous transformation changes into the tourism industry structure, the nature of tourism products and experiences, the competitiveness of traditional and new tourism players and the process creating (social) value in tourism. This paper investigates the application and implications of collaborative commerce in tourism and provides suggestions for future research.     

Overlapping Generations and Environmental Policy： An Introduction

A small but growing body of literature uses overlapping generations （OLG） models to study environmental policy for long-lived problems such as climate change. An OLG model, unlike the infinitely lived representative agent model, dis- tinguishes between impatience with respect to one＇s own future utility, and attitudes toward successors＇ utility. I discuss the problem of time inconsistency, the role of Markov perfection, and show that a class of OLG models can be studied using me- thods developed to analyze models of non-constant discounting. An example illu- strates the techniques and determines the conditions under which, in equilibrium, there is under-investment or over-investment in natural capital.     

青少年文化消费行为对传统家庭的影响——以手机媒体为背景的探讨与研究

从20世纪后半期开始,印刷术时代没落,随之而来的是电视、广播、互联网乃至手机媒体的蒸蒸日上。以手机为代表的新媒体开始以全时、全速、全域、全民的特点充斥在快速成长的青少年生活中,青少年作为主流文化消费者在文化消费中所表现出来追求时尚、注重体验、忽略发展性消费的特点在一定程度上对传统文化家庭的消费决策产生影响。这种影响从根本上不可逆转地改变了传统家庭交流方式,家长被青少年感染,变身孩童化大人,青少年在相对自由的环境中真正得到了身份认同。由此看来,青少年的流行风格与传统家庭文化的碰撞,技术的发展和创新有利于推动传统文化机制的现代化创新。