[论文解读] Transformation of Traditional Marketing Communications in to Paradigms of Social Media Networking

T. R. Gopalakrishnan Nair, Kumarashvari Subramaniam|arXiv (Cornell University)|Jun 3, 2012

Digital Marketing and Social Media参考文献 7被引用 3

一句话总结

本文研究了从传统营销传播向社交媒体网络（SMN）的转变，分析了双向、互动的数字平台如何提升客户参与度并影响购买决策。基于2011年6月至12月为期六个月的实证研究（2005–2011年的一手和二手数据），研究识别出SMN在整合营销中作为变革性力量，通过实时反馈和互动产品展示，为建立更强的客户关系提供了优势。

ABSTRACT

Effective Communication for marketing is a vital field in business organizations, which is used to convey the details about their products and services to the market segments and subsequently to build long lasting customer relationships. This paper focuses on an emerging component of the integrated marketing communication, ie. social media networking, as it is increasingly becoming the trend. In 21st century, the marketing communication platforms show a tendency to shift towards innovative technology bound people networking which is becoming an acceptable domain of interaction. Though the traditional channels like TV, print media etc. are still active and prominent in marketing communication, the presences of the Internet and more specifically the Social Media Networking, has started influencing the way individuals and business enterprises communicate. It has become evident that more individuals and business enterprises are engaging the social media networking sites either to accelerate the sales of their products and services or to provide post-purchase feedbacks. This shift in scenario has motivated this research which took six months (June 2011 - December 2011), using empirical analysis which is carried out based on several primary and secondary evidences. The research paper also analyzes the factors that govern the social media networking sites to influence consumers and subsequently enable their purchase decisions. The secondary data presented for this research were those pertaining to the period between the year 2005 and year 2011. The study revealed promising facts like the transition to marketing through SMN gives visible advantages like bidirectional communication, interactive product presentation, and a firm influence on customer who has a rudimentary interest...

研究动机与目标

• 调查传统营销传播向社交媒体网络（SMN）范式转变的机制。
• 分析SMN如何影响消费者行为和购买决策。
• 识别SMN塑造客户关系与市场参与的关键因素。
• 评估SMN相较于传统媒体在现代整合营销传播中的有效性。

提出的方法

• 开展为期六个月的实证研究（2011年6月–12月），使用一手和二手数据。
• 分析2005年至2011年期间的二手数据，以评估社交媒体采用趋势及其影响。
• 评估社交媒体网络在实现双向沟通和互动产品展示中的作用。
• 研究企业利用SMN实现销售加速和售后反馈的案例级证据。
• 采用定性和实证分析方法，评估SMN平台上消费者影响力和参与机制。
• 聚焦SMN在更广泛整合营销传播策略中的整合。

实验结果

研究问题

• RQ1 社交媒体网络在多大程度上改变了传统营销传播范式？
• RQ2 哪些因素使社交媒体网络能够影响消费者的购买决策？
• RQ3 SMN相较于传统媒体，在增强双向沟通和客户参与方面有何优势？
• RQ4 企业如何利用SMN实现销售促进和售后反馈？
• RQ5 SMN在建立长期客户关系方面具有哪些可衡量的优势？

主要发现

• 向社交媒体网络的转变使双向沟通成为可能，实现了品牌与消费者之间的实时互动。
• 社交媒体平台促进了互动式产品展示，提升了消费者的参与度和兴趣。
• SMN对最初仅对产品或服务有初步兴趣的客户具有显著影响力。
• 使用SMN的企业报告其在加速销售和收集售后反馈方面的能力得到提升。
• 将SMN整合到营销策略中，有助于增强长期客户关系的建立。
• 尽管SMN迅速发展，电视和印刷媒体等传统渠道在营销传播中依然活跃且具有重要地位。