依托社会化媒体,品牌与消费者的沟通从线下的营销活动刺激转到以品牌为纽带的线上品牌社区交互,而使得品牌社区成员持续参与社区互动的关键是建立社区成员的品牌社区认同。为此,本文在梳理品牌社区认同与组织认同、品牌认同关系的基础上,从品牌社区认同的内涵及外延、机制、前因及后果等几个方面对国内外关于品牌社区认同的相关经典研究进行系统梳理和评述,并在此基础上提出未来研究的几点建议。
社会化媒体时代,企业在做品牌传播时要将重点向社会化媒体转移。考虑到微博有高效快捷的信息传播能力和双向沟通的优势,本文选择新浪微博为研究对象,用观察数据和文本分析的方法,利用泊松回归的计量模型,从社会资本理论的角度出发,来研究微博内容的特征变量和形式变量对其传播效果的影响。结果显示,敬佩性、有趣性、新奇性和生动性能同时提高点赞量、转发量和评论量,语言活泼性和互动性可以增强转发量和评论量,有用性只能提高转发量。品牌管理者可以根据我们的研究结果,了解有什么样的特点和内容的微博更容易被传播,进而更好地管理品牌主页
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