社会化商务沟通如何提高B2B企业净推荐值？

文章聚焦于探讨和解释社会化商务沟通的核心特质及其对企业净推荐值影响。基于社会交换理论，研究一运用扎根理论发现社会化商务沟通具有广关联性、泛可见性与富载体性三个核心特质，同时提炼出净推荐值这一关系绩效的核心要素。研究二通过问卷调查进一步证实了社会化商务沟通的核心特征，并通过回归分析验证了社会化商务沟通通过关系强度影响净推荐值的作用机制，同时揭示了IT可供性感知在广关联性、泛可见性、富载体性与关系强度之间关系中发挥的负向调节作用以及合同详尽性在关系强度与净推荐值之间关系中发挥的负向调节作用。文章有助于深入认识社会化商务沟通对净推荐值的影响机制，并有效指导企业的关系绩效管理。

How Can Social Business Communication Improve the Net Promoter Score of B2B Enterprises?

This paper focuses on discussing and explaining the core characteristics of social business communication and its impact on the net promoter score of enterprises. Based on the social exchange theory, the first study of this paper finds that social business communication has three core characteristics: broad relevance, universal visibility and carrier diversity, and extracts the net promoter score, which is the core element of relationship performance. In the second study of this paper, the core characteristics of social business communication are further confirmed by a questionnaire survey, and this study also proves the mechanism of social business communication’s influence on net promoter score through relationship strength. At the same time, this study reveals the negative moderating effect of IT affordance perception on the relationship between broad relevance, universal visibility, carrier diversity, and relationship strength, and the negative moderating effect of contract explicit on the relationship between relationship strength and net promoter score. This study is helpful to further understand the potential mediation mechanism and boundary conditions of social business communication affecting the net promoter score, and effectively guiding the relationship performance management of enterprises.