摘 要
随着社交媒体的迅速普及，其在品牌营销中的作用日益凸显，成为企业提升品牌忠诚度的重要工具。本研究旨在探讨不同社交媒体营销策略对消费者品牌忠诚度的影响机制，并揭示关键驱动因素。基于社会互动理论和关系营销理论，研究选取了三个核心维度，即内容创意性、用户参与度和情感连接，构建了研究模型。通过问卷调查法收集数据，最终获得来自356名消费者的有效样本，并运用结构方程模型（SEM）进行数据分析。结果显示，内容创意性和用户参与度对品牌忠诚度具有显著正向影响，而情感连接的中介效应进一步强化了这一关系。此外，研究发现个性化互动和持续性沟通能够显著增强消费者的情感连接，从而促进品牌忠诚度的提升。本研究的创新点在于将情感连接作为中介变量纳入分析框架，深入解析了社交媒体营销策略与品牌忠诚度之间的内在联系。同时，研究结果为企业提供了具体的操作建议，例如优化内容创作、鼓励用户互动以及加强情感共鸣等。总体而言，本研究不仅丰富了社交媒体营销领域的理论基础，还为实践者提供了有价值的参考依据，以帮助其制定更有效的品牌忠诚度管理策略。
关键词：社交媒体营销；品牌忠诚度；情感连接；内容创意性；用户参与度
The Impact of Social Media Marketing Strategies on Brand Loyalty
Abstract: With the rapid proliferation of social media, its role in brand marketing has become increasingly prominent, serving as a critical tool for businesses to enhance brand loyalty. This study aims to investigate the influence mechanisms of different social media marketing strategies on consumer brand loyalty and to uncover the key driving factors. Grounded in social interaction theory and relationship marketing theory, the research selects three core dimensions—content creativity, user engagement, and emotional connection—to construct the research model. Data were collected through a questionnaire survey, resulting in a final sample of 356 valid responses from consumers. Structural equation modeling (SEM) was employed for data analysis. The findings indicate that content creativity and user engagement exert significant positive effects on brand loyalty, while the mediating effect of emotional connection further strengthens this relationship. Additionally, the study reveals that personalized interactions and continuous communication can significantly enhance consumers' emotional connection, thereby promoting brand loyalty. A key innovation of this research lies in incorporating emotional connection as a mediating variable into the analytical fr amework, providing an in-depth examination of the intrinsic link between social media marketing strategies and brand loyalty. Furthermore, the results offer actionable recommendations for businesses, such as optimizing content creation, encouraging user interaction, and fostering emotional resonance. Overall, this study not only enriches the theoretical foundation of social media marketing but also provides valuable practical implications for practitioners to develop more effective brand loyalty management strategies.
Keywords: Social Media Marketing; Brand Loyalty; Emotional Connection; Content Creativity; User Engagement
目 录
一、绪论 1
（一）社交媒体营销与品牌忠诚度的研究背景 1
（二）研究社交媒体营销策略对品牌忠诚度的意义 1
（三）国内外研究现状综述 1
（四）本文研究方法与技术路线 2
二、社交媒体营销策略的核心要素分析 2
（一）内容营销对品牌忠诚度的影响机制 2
（二）用户互动在社交媒体营销中的作用 3
（三）社群建设与品牌忠诚度的关系 3
（四）数据驱动的精准营销策略探讨 4
（五）社交媒体广告投放的效果评估 4
三、品牌忠诚度形成的关键因素研究 5
（一）消费者情感联结与品牌忠诚度 5
（二）信任感知对品牌忠诚度的作用 5
（三）社交媒体体验对品牌忠诚度的影响 6
（四）口碑传播与品牌忠诚度的关联性 6
（五）忠诚计划设计对品牌忠诚度的促进 7
四、社交媒体营销策略优化与品牌忠诚度提升路径 7
（一）针对性内容策略的制定与实施 7
（二）提升用户参与度的具体措施 8
（三）构建高效的品牌社群生态系统 8
（四）数据分析支持下的营销策略调整 9
（五）长期品牌忠诚度管理框架构建 9
结论 10
参考文献 11
致 谢 12
