摘要
随着网络社会的发展,社交媒体逐渐成为企业与消费者沟通和发布重要商业信息的关键渠道。从信号传递理论出发,对企业创作内容(EGC)与企业短期绩效间的关系进行探索,并引入社交媒体情境下的企业线上社会资本的中介作用,旨在为企业提供有效的内容管理建议。以经验品——电影产品为研究对象,对中国电影院线领先企业在微博平台发布的EGC进行内容分析,结果显示,尽管企业发布的信息性和说服性内容均会正向增加企业线上桥型和联结型社会资本,但只有信息性内容作为企业向消费者传递的强信号,可直接为企业带来更多的销售收入,而说服性内容作为与商业产品没有直接关联的弱信号,对企业绩效没有提升影响。并且,企业线上社会资本在EGC发挥作用的过程中起到了有效的中介作用,既增强了信息性广告强信号所产生的正面影响,又削弱了消费者对说服性广告的潜在反感态度。
With the development of network society,social media has gradually become an important channel for firms to contact their consumers and release key business information.Aiming to give insights to enterprise managers on content management,this study explores the relationship between the enterprise generated content(EGC)and firm’s short-term performance,and investigates the intermediary effect of social capital in the context of social media based on the signaling theory.Taking film product(a typical kind of experience good)as the study object,this paper conducts a semantic analysis on EGC released by Chinese leading enterprise of theatre chain on Micro-blog platform.We find that although both types of content released on firm’s Micro-blog account have positive impact on the firm’s online social capital(i.e.bridging and bonding social capital),only informative content as a strong signal sent to consumers can bring more offline sales revenue directly.As a weak signal,persuasive content unrelated to commercial products,has no positive impact on firm performance directly.Moreover,the online social capital plays an effective intermediary role in this process.It not only enhances the positive impact of informative advertising on actual revenue,but also weakens consumers’potential aversion to persuasive advertising.
作者
刘嘉琪
齐佳音
Liu Jiaqi;Qi Jiayin(Institute of Journalism and Communication,Chinese Academy of Social Sciences,Beijing 100021;Research Institute of Artificial Intelligence and Change Management,Shanghai University of International Business and Economics,Shanghai 201620;Key Laboratory of Trustworthy Distributed Computing and Service,Beijing University of Posts and Telecommunications,Beijing 100876)
出处
《管理评论》
CSSCI
北大核心
2021年第4期193-204,共12页
Management Review
基金
国家社会科学基金重大项目(16ZDA055)
国家自然科学基金项目(91546121)
关键词
信号传递理论
企业创作内容
企业线上社会资本
企业短期绩效
signaling theory
enterprise generated content(EGC)
enterprise online social capital
firm short-term performance
作者简介
刘嘉琪,中国社会科学院新闻与传播研究所助理研究员,博士;齐佳音,上海对外经贸大学人工智能与变革管理研究院院长,教授,博士生导师,博士。
