什麼決定了社交化媒體營銷的效果?基於fsQCA方法的聯動效應研究

Abstract

Social media platforms are increasingly becoming the main venue for new branding. How to effectively use social media platforms to attract traffic and turn it into consumers' purchase intention and sales is a hot issue for both companies and academics. Based on the perspective of influencer marketing, this study uses 731 Little Red Book entries as a case study and uses fuzzy set qualitative comparative analysis (fsQCA) to explore the joint effects of influencer characteristics, posting content on the effectiveness of social media marketing and their paths.

Specifically, firstly, there are three types of social media adaptation models for high likes: self-marketing-good marketing, self-marketing-relationship building, and self-marketing-niche emotional expression. Specifically, (1) self-marketing-demarketing means that this group of influencers is more aggressive with their accounts, but avoids "monetary" marketing language in their posts, but uses authoritative, connected, or product-oriented language to help increase the number of likes. (2) Self-marketing - relationship building is the use of authority to build a subordinate relationship or connection to build a community relationship when there is no product description or a weak product description, which can effectively increase the number of likes. (3) Self-marketing - niche emotional expressions are used when social conditions are lacking, by posting emotional content that focuses more on one's own feelings than on one's own social relationships, such as friends and family, connectivity, product orientation and the use of monetary terms, to potentially create a community of personal relationships on social media. This is why it is important for businesses, especially those promoting new brands, to gain a high level of popularity. When using social media marketing, it is important to look at the combination of influencer characteristics and posting content, based on self-marketing, combined with the three posting characteristics of product de-marketing, relationship building and niche emotional expression to achieve high levels of likes. This will better promote the new brand among consumers, thus increasing the awareness and popularity of the new brand.

Secondly, there are four adaptation models for high likes: self-marketing-topic expert, self-marketing-de-emotional, self-marketing-relationship oriented and self-marketing-product oriented. Specifically, (1) the 'self-marketing-talk expert' model is characterised by high influence, self-promotion, authoritative content and the avoidance of monetary language. (2) 'Self-marketing - de-emotional', characterised by a high self-marketing trend among influencers, but not dependent on emotional language, and supported by de-marketing of publicity and authoritative content. (3) 'Self-marketing-relationship-oriented', characterised by a high tendency for influencers to self-promote, perhaps already high influencers or potential rising stars, and to increase the number of favorites through the connectedness of the content. (4) The 'self-marketing-product oriented' type is characterised by a thorough presentation of the product and the use of the description of one's own social connections to support the perception of the product's use. Therefore, it is important for companies, especially new branding companies, to obtain or expect high collection marketing results. When selecting influencers for marketing through social media, it is important to use a marketing strategy that combines self-marketing with topic expertise, de-emotion, relationship orientation and product orientation to increase the popularity of the new brand's marketing content. This will increase the awareness of the new brand and gain a more loyal following, thus improving the performance of the company itself.

Thirdly, there are three types of high-review social media adaptation models. Specifically, these include the superstar-demarketing model, the superstar-relationship-building model and the grassroots-product-marketing model. Specifically, (1) the "superstar-demarketing type" is characterised by high influence of influencers and de-marketing and de-marketing of content, and increases the number of comments through authoritative, non-emotional content, or connected, emotional and social content when not product-oriented. When product oriented When product-oriented, the requirement for relational content can be weakened. (2) "Superstar-relationship building", which is characterised by the high influence of the publisher and is supported by authoritative or relational relationship building. (3) "Grassroots - Product Marketing", which is characterised by influencers who operate accounts with care but have not yet developed significant influence, and who are able to obtain a high number of reviews through the measurement of a heartfelt product that refers to a clear marketing motive and is described in a de-emotional, third-party neutral manner. This is an indicator of high reviews.

The study also found that: (1) the new brand is a good example of a social media marketing strategy that can be used to attract the attention of consumers through the use of emotion, authority, relationships and product information; and (2) the new brand is a good example of a social media marketing strategy that can be used to attract the attention of consumers through the use of influencers, and (3) the new brand is a good example of a social media marketing strategy that can be used to attract the attention of consumers through the use of emotion, authority, relationships and product information. The study also found that: (1) a single condition is not necessary for social media marketing to be effective, but influencer popularity plays a more general role in highly attractive social media marketing. (2) Influencer characteristics and posting content characteristics "multiply" to form a diverse set of conditions that drive the high appeal of social media marketing, i.e. the driving paths are "homogeneous". (3) The cross-case comparison further reveals that there are significant differences in the pathways driving high appeal in video-based social media marketing, with the marketing of the content posted becoming a core condition of the condition set.

Date of Award	20 Apr 2023
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Zhilin YANG (Supervisor)