社交媒体营销对不同社会经济群体学生购买行为的影响研究

发布时间：2024-02-20 13:07

　　当今,每天在Twitter发送100,000条推文,在Facebook上共享684,478条内容,在Google上进行200万次搜索查询,将48小时视频上传到You Tube,在Instagram上共享3,600张照片和已创建571社交网站(James,2012年)。社交媒体指的是可以使全球各地的人通过互联网实现互连、聊天、共享内容、视频通话等功能的应用程序、网站或博客。一些常见且广泛使用的社交媒体平台包括Facebook、Twitter、Whats App、Snapchat等等。鉴于社交媒体的广泛应用,大中小型企业、商店以及个人卖家越来越依赖它,以实现其营销和品牌目标。通过取代传统的营销方式,社交媒体为企业提供了新的机会,使消费者参与互联网上的社交互动。现在,Facebook和Twitter等社交媒体已经让消费者很容易发布产品评论,并联系到社区中其他志同道合的个人。随着社交媒体渗透到我们作为消费者的生活中,在人们购物之前,他们越来越多地向社交媒体社区寻求意见(Drell,2011)。社交媒体工具已经成为营销人员接触消费者的绝佳渠道。Hanlon等(2008)的文章指出,社交媒体对营销...

【文章页数】：87 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Operational Definitions of Terms
Chapter 1 Introduction
    1.1 Background and Research Questions
        1.1.1 Background
        1.1.2 Research Questions
    1.2 Research Objective and Significance
        1.2.1 Research Objectives
        1.2.2 Research Significance
        1.2.3 Research Scope
    1.3 Literature Review
        1.3.1 Consumer Behavior Theories
        1.3.2 Advertising Theories
        1.3.3 Advertisings Models
        1.3.4 Social Media Marketing Theories
        1.3.5 Socio Cultural Theories
    1.4 Research Structure
Chapter 2 Research Model and Research Design
    2.1 Research Model
    2.2 Research Hypotheses
        2.2.1 Hypothesis I Review
        2.2.2 Hypothesis II Review
        2.2.3 Hypothesis III Review
        2.2.4 Hypothesis IV Review
        2.2.5 Hypothesis V Review
    2.3 Research Desing
        2.3.1 Questionnaire Design
        2.3.2 Study Area
        2.3.3 Sampling
    2.4 Chapter Summary
Chapter 3 Analyses and Findings
    3.1 Data Pre-Analysis
        3.1.1 Analysis Strategy
        3.1.2 Validity and Reliability of Instruments
        3.1.3 Editing
        3.1.4 Coding
        3.1.5 Classification
        3.1.6 Presentation
    3.2 Respondents Demography
        3.2.1 Age
        3.2.2 Gender
        3.2.3 Respondent Profiles
    3.3 Test of the Main Hypotheses
        3.3.1 Hypothesis I: Relation between Socioeconomic Status and Students’ Brand Awareness
        3.3.2 Hypothesis II: Relation between Students’ Brand Awareness and BuyingBehavior
        3.3.3 Hypothesis III: The Impact of Students’ Socioeconomic Status onStudents Buying Behavior
        3.3.4 Hypothesis IV: The Moderating Impact of Social Media Marketing onStudents’ Brand Awareness – Buying Behavior Relations
        3.3.5 Hypothesis V: The Moderating Impact of Social Media Marketing onStudents’ Socioeconomic Status – Buying Behavior Relations
    3.4 Chapter Summary
Chapter 4 Discussion and Recommendations
    4.1 Discussion
    4.2 Recommendations
        4.2.1 Socioeconomic Class with the Least Income Level as Target ConsumerGroup
        4.2.2 Socioeconomic Class with Low Income Level as Target ConsumerGroup
        4.2.3 Socioeconomic Group with Middle Income Level as Target ConsumerGroup
        4.2.4 Socioeconomic Group with High Income Level as Target ConsumerGroup
        4.2.5 Socioeconomic Group with the Highest Income Level as TargetConsumer Group
    4.3 Chapter Summary
Conclusion
结论
References
Appendix A
Conditions and Funds used
Acknowledgements



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