聚焦前沿 | 顶刊选集： 社交媒体营销专题论文；JCMS征文启事

JM、JMR

社交媒体营销专题

聚焦前沿

顶刊选集

01

在社交媒体上不关注他人的积极影响

The Positive Effect of Not Following Others on Social Media 

作者：Francesca Valsesia, Davide Proserpio, Joseph C. Nunes

Journal of Marketing Research. 2020, Volume: 57 issue: 6, page(s): 1152-1168.

Abstract

Marketers commonly seed information about products and brands through individuals believed to be influential on social media, which often involves enlisting micro influencers, users who have accumulated thousands as opposed to millions of followers (i.e., other users who have subscribed to see that individual’s posts). Given an abundance of micro influencers to choose from, cues that help distinguish more versus less effective influencers on social media are of increasing interest to marketers. The authors identify one such cue: the number of users the prospective influencer is following. Using a combination of real-world data analysis and controlled lab experiments, they show that following fewer others, conditional on having a substantial number of followers, has a positive effect on a social media user’s perceived influence. Further, the authors find greater perceived influence impacts engagement with the content shared in terms of other users exhibiting more favorable attitudes toward it (i.e., likes) and a greater propensity to spread it (i.e., retweets). They identify a theoretically important mechanism underlying the effect: following fewer others conveys greater autonomy, a signal of influence in the eyes of others. 

摘要

营销人员通常通过社交媒体上有影响力的个人发布有关产品和品牌的信息，这种方法通常涉及招募那些微影响者，即拥有数千名粉丝而不是数百万粉丝的用户。鉴于可供选择的微影响者数量众多，营销人员越来越关注哪些线索能够有助于将社交媒体上有效和无效的影响者区分开来。作者们识别出了这样一种线索：潜在影响者所关注的用户数量。通过分析现实数据并结合实验室控制实验，他们发现在拥有大量关注者的条件下，关注更少的人对社交媒体用户的感知影响力有积极的影响。而且，研究发现更高的感知影响力会改变人们对所分享内容的参与方式，其他用户对共享内容表现出更积极的态度（即，喜欢）和更高的传播倾向（即，转发）。研究识别出了以上作用的重要潜在机制：关注更少的人传达出了更高的自主性，这在他人眼中是影响力的一种信号。

关键词

自主性（autonomy），关注（following），意见领袖（opinion leader），微影响者（micro influencer），社交媒体（social media）

02

社交媒体中的即兴营销干预

Improvised Marketing Interventions in Social Media 

作者：Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, Andreas B. Eisingerich

Journal of Marketing, 2020, Volume: 84 2, page(s): 69-91

Abstract

Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real time proximal to an external event. Using the concept of quick wit, and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of these effects on both virality and firm value across five multimethod studies, including quasiexperiments, experiments, and archival data analysis. These findings point to the potential of IMIs in social media and to the features that firms should proactively focus on managing in order to reap the observed online sharing and firm value benefits.

摘要

网络病毒式传播已经引起了学术界和营销人员的关注，他们希望识别出能够促进用户分享的在线内容具有哪些特征。本文通过研究即兴营销干预（IMIs）的现象来对相关研究领域做出补充。即兴营销干预是指在接近外部事件的情况下实时创作并执行的社交媒体行为。作者们运用了“机智”的概念，提出了幽默、及时性或不可预见性会进一步强化即兴营销干预的作用的理论。通过包括准实验、实验和档案数据分析的五项多方法研究，发现了以上作用在对病毒性和企业价值上具有影响的证据。这些发现指出了即兴营销干预在社交媒体中的潜力，并且揭示出了企业为了获得在线分享和企业价值方面的收益，应当主动聚焦并管理的在线内容特征。

关键词

公司价值（firm value），幽默（humor）， 即兴创作（improvisation），即兴营销干预（improvised marketing interventions），社交媒体（social media），病毒式（virality）

03

社交媒体营销战略：定义、概念化、类型、验证和未来议程

Social Media Marketing Strategy: Definition, Conceptualization,Taxonomy,Validation,and Future Agenda

作者：Fangfang Li, Jorma Larimo, Leonidas C. Leonidou

Journal of the Academy of Marketing Science, 2020, Published online 10 June 2020https://doi.org/10.1007/s11747-020-00733-3

Abstract

Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.

摘要

虽然社交媒体的运用作为公司战略组合的一个组成部分其重要性日益提升，但是很少有研究系统地整合并拓展社交媒体营销战略（SMMS）的知识。为了填补这一研究空白，本研究首先根据社交媒体和营销战略的维度来提出社交媒体营销战略的定义。接着，对社交媒体营销战略的发展过程进行了概念化，其中包括四个主要组成部分，即驱动因素、投入因素、生产因素和产出因素。然后，提出了一种根据战略成熟度的差异将社交媒体营销战略分为四类的分类法，分别是社会商务战略、社会内容战略、社会监控战略和社会顾客关系管理战略。并且，我们使用从过去的实证研究中获得的信息以及从深度访谈和对社交媒体营销经理进行的定量调查中收集的数据来验证这种分类方式。最后，基于本领域的专家学者的建议，我们对未来的研究提出了有意义的方向。

04

社交媒体资源和能力是社交媒体绩效的战略决定因素

Social Media Resources and Capabilities as Strategic Determinants of Social Media Performance 

作者：André Marchanda, ThorstenHennig-Thurau, Jan Flemming

International Journal of Research in Marketing, available online 14 October 2020 https://doi.org/10.1016/j.ijresmar.2020.09.011

Abstract

Recent research reveals meaningful uses of digital marketing instruments, though without addressing internal, organizational antecedents of a firm’s social media performance. Drawing on resource-based theory and the concept of dynamic capabilities, this article identifies social media–specific resources and dynamic capabilities that can enhance social media performance. It also offers theoretically supported and validated scales to measure them. The authors empirically investigate their performance effects using different kinds of data pertaining to consumer brands, gathered from manager surveys, brands’ financial statements, Facebook fans, Instagram followers, YouTube subscribers, and brand image measures. The proposed social media resources and capabilities improve social media performance directly and brand perception indirectly. In particular, the impact of the social media strategy and measurement is moderated by firm size. A profile deviation analysis further reveals that the social media capabilities gap between top-performing versus other brands explains significant variance in social media performance. The advantages of developing social media capabilities early on also persist in the long-term, with substantial relevance for managers.

摘要

近期的研究揭示了应用数字营销工具具有重大的意义。但是，已有研究却没有探讨公司社交媒体绩效的组织内部的前置因素。本文借鉴资源基础理论和动态能力的概念，识别出了能够提高社交媒体绩效的具体资源和动态能力类型。而且，提供了具有理论支撑并获得验证量表用以测量这些资源和能力。作者们使用来自管理者调查、品牌的财务报表、Facebook的粉丝、Instagram的粉丝、YouTube的用户和品牌形象的测量等多种不同类型的数据对这些资源和能力对绩效的影响进行了实证研究。本研究提出的社交媒体资源和能力会直接提升社交媒体的绩效，并间接提升品牌感知。特别是，对社交媒体战略和测量的影响受到公司规模的调节。一项概况偏差分析进一步揭示，顶级品牌与其他品牌在社交媒体能力方面的差距解释了它们在社交媒体表现上的显著差异。而且，早期开发社交媒体能力获得的优势也会长期持续下去，以上发现对管理者具有重要的启示。

关键词

社交媒体营销（social media marketing），资源基础理论（resource-based theory）， 关键信息人（key informants），结构方程模型（structural equation modeling）

刊物征文通知

依托《营销科学学报》及中国高校市场学研究会两大平台，由国内营销学界创办的英文营销学术期刊Journal of Contemporary Marketing Science已经连续出版六期。该刊由国际著名的Emerald出版集团发行，致力于进一步扩大中国学者和中国营销现象研究的国际化影响，创刊以来论文下载量和引用数稳步增长，引用期刊包括：

Journal of Business Research、

Psychology and Marketing、

Journal of Services Marketing、

Journal of Consumer Behaviour 、International Marketing  Review等。

除继续翻译出版《营销科学学报》中文发表的优秀论文外，Journal of Contemporary Marketing Science将逐步加大英文原创论文的发表，鼓励研究方法多样化，实证类、理论构建类、综述类文章均可；重点关注并优先发表营销新理论、新技术、新方法、新市场等方面的研究成果，尤其欢迎有关AI与智慧营销、神经营销、产业集群品牌、善因营销、绿色营销、网络直播、全渠道营销、消费者福祉等领域的投稿。

期刊网站：https://www.emeraldgrouppublishing.com/journal/jcmars

刊号ISSN: 2516-7480

出版社：Emerald Publishing Limited

The Journal of Contemporary Marketing Science is published in association with the Chinese Marketing Association of Universities. It aims to reflect cutting-edge and creative marketing research development in a contemporary global landscape.

The journal bridges theory and practice, and balances rigour and relevance. It encourages problem driven and cross disciplinary study. Readers will benefit from the latest research on new marketing phenomena, innovative theories and methodologies, and deep market insights.

The journal recognises the role of emerging markets and the great impacts of technology advancement on business innovation. In addition to traditional marketing topics, the journal welcomes articles which specifically emphasise new conceptual and philosophic origins, new methodologies backed up with technology, and new marketing insights on emerging markets.

The journal includes, but is not restricted to:

lMarketing strategy

lConsumer markets and buying behavior

lRelationship marketing and CRM

lBranding and brand equity

lBig data and marketing analytics

lInteraction of consumers and technology

lCross nation and cross cultural issues

lSocial marketing and public policy

lCorporate social responsibility and marketing ethics

lInterface of marketing and other functions

· Editor-in-Chief

o Xiucheng FanFudan University - People's Republic of [e-mail]

· Editor

o Chenting SuCity University of Hong Kong - Hong [e-mail]

o Cheng Lu WangUniversity of New Haven - [e-mail]

· Publisher

o Richard [e-mail]

    Editorial Advisory Board

· Russell W. BelkSchulich School of Business, York University - Canada

· Ruth N. BoltonW.P. Carey School of Business, Arizona State University - USA

· Guoqun FuPeking University - People's Republic of China

· Christian GrönroosHanken School of Economics - Finland

· Christopher HseeUniversity of Chicago - USA

· Michael King-man HuiChinese University of Hong Kong - Hong Kong

· Angela Y. LeeKellogg School of Management, Northwestern University - USA

· Roland RustUniversity of Maryland - USA

· Sharon ShavittUniversity of Illinois at Urbana - Champaign - USA

· Jagdish N ShethEmory University - USA

· Jan-Benedict SteenkampUniversity of North Carolina at Chapel Hill - USA

· Arch WoodsideBoston College, Carroll School of Management - USA

· Jinhong XieUniversity of Florida - USA

· Juanjuan ZhangMassachusetts Institute of Technology - USA

· Zhong John ZhangUniversity of Pennsylvania – USA

All Issues

Volume 3 Issue 2

Volume 3 Issue 1

Volume 2 Issue 3

Volume 2 Issue 2

Volume 2 Issue 1

Volume 1 Issue 1

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期刊征文由范秀成主编供稿

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中国高等院校市场学研究会简介

中国高等院校市场学研究会(Chinese Marketing Association of Universities，英文缩写CMAU)成立于1984年元月，是经中华人民共和国民政部批准，由全国各高等院校从事市场营销学教学、研究的专家、学者及企事业单位自愿组成的非营利性学术团体。学会的主管单位是中华人民共和国教育部，现任会长是北京大学光华管理学院符国群教授。

本会宗旨

团结市场营销理论与实务界人士，遵守国家法律、法规和政策，本着“百花齐放、百家争鸣”的原则，组织各种形式的研讨和交流，为创造、传播新的市场营销知识，为繁荣中国市场营销学术研究，为提升我国企事业单位营销管理水平做出贡献。

业务范围

• 通过定期（如年会）或不定期（如不同专题的研讨会）的形式，为全国高校从事市场营销教学、研究的专业人员提供交流的机会；

• 通过出版物，为全国高校从事市场营销教学、研究的专业人员和社会各界的有关人士提供发表研究成果的园地；

• 组建全国性的市场营销教学、研究案例库、资料库，建立全国性的市场营销研究信息网络；

• 通过各种方式为社会各界培训市场营销教学、市场营销管理实践人才；

• 以各种方式为企业界及其他部门提供市场营销相关的专业援助，如咨询等；

• 收集国内外的市场营销理论的研究动态，与国外有关市场营销研究的机构、团体建立不同形式的合作、交流关系。

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