), 刘昱彤, 李纯青(), 齐捧虎 西北大学经济管理学院, 西安 710127
收稿日期:2019-07-01出版日期:2020-04-15发布日期:2020-02-24通讯作者:刘伟,李纯青E-mail:liuwei_sem@nwu.edu.cn;lichunqing@nwu.edu.cn基金资助:国家自然科学基金项目(71602161);国家自然科学基金项目(71772144)The mechanism that make online content viral
LIU Wei(), LIU Yutong, LI Chunqing(), QI Penghu School of Economics and Management, Northwest University, Xi’an, 710027, China
Received:2019-07-01Online:2020-04-15Published:2020-02-24Contact:LIU Wei,LI Chunqing E-mail:liuwei_sem@nwu.edu.cn;lichunqing@nwu.edu.cn摘要/Abstract
摘要： 通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。
图/表 1
图1在线内容病毒式分享机制的整体理论框架
图1在线内容病毒式分享机制的整体理论框架参考文献 47
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