作　　者： ;

机构地区： 北京理工大学管理与经济学院

出　　处： 《北京理工大学学报（社会科学版）》 2019年第2期87-96,共10页

摘　　要： 微博是社交网络环境下的重要营销途径,合适的微博内容能传递品牌个性,提高消费者品牌评价。构建了微博内容与品牌个性匹配程度对消费者品牌评价的概念模型,并探究这一影响关系中的作用机制和边界条件。分别以真实品牌和虚拟品牌进行实验研究,检验微博内容与品牌个性匹配程度对品牌评价的影响效果、概念流畅度的中介效应及微博互动策略的调节效应,揭示影响微博营销效果的关键因素。实证研究结果表明:(1)微博内容与品牌个性匹配程度越高,消费者更容易产生积极的品牌评价;(2)概念流畅度在微博内容与品牌个性匹配程度对品牌评价的影响中起到中介作用;(3)微博互动策略在微博内容与品牌个性匹配程度对品牌评价的影响中起到不同程度的调节作用。 Micro-blog is one of the most common marketing tools,and marketers use it to improve sales and build relationship with customers more and more frequent nowadays.A model between the alignment of brand micro-blog content and brand personality and consumer’s brand evaluation was built,aiming to explore the key mediating effect and moderating effect on this process.Two main experiments were conducted on real brands and virtual brands.According to the results,(1)when the degree of alignment between brand personalities and brand micro blogs was high,brand evaluations were higher,(2)the conceptual fluency had a mediating effect between the alignment and brand evaluation,(3)interaction tactics had different moderating effects between the alignment and brand evaluation.The findings provide insights into the research topic of brand personality in the Internet situation,and have managerial implications in practical marketing.

关 键 词： 微博内容 品牌个性 品牌评价 概念流畅度 微博互动策略

领　　域： [经济管理—企业管理] [经济管理—国民经济]