摘要
随着社交媒体的迅速普及，其在企业品牌营销中的作用日益凸显，本研究旨在探讨社交媒体营销对企业品牌忠诚度的影响机制。基于社会互动理论和消费者行为学相关框架，本文通过问卷调查法收集了500份有效样本数据，并运用结构方程模型对变量间的关系进行实证分析。研究发现，社交媒体营销通过增强用户参与感、提升品牌信任以及促进情感联结三个关键维度显著影响品牌忠诚度，其中用户参与感的中介作用尤为突出。此外，研究还揭示了不同性别与年龄群体在社交媒体营销效果上的异质性特征，为精准化营销策略提供了理论支持。本研究的创新点在于将社交媒体营销的多维属性与品牌忠诚度构建起系统的因果关系网络，同时引入用户参与感作为中介变量，深化了对社交媒体营销机制的理解。这一成果不仅丰富了品牌忠诚度的研究视角，也为企业在社交媒体平台上的实践操作提供了科学依据和具体指导。
关键词：社交媒体营销；品牌忠诚度；用户参与感；结构方程模型；异质性特征
Abstract
With the rapid popularization of social media, its role in corporate brand marketing has become increasingly prominent. This study aims to explore the influence mechanism of social media marketing on brand loyalty. Based on the theoretical fr amework of social interaction theory and consumer behavior, this paper collected 500 valid sample data through a questionnaire survey and employed structural equation modeling to conduct empirical analysis on the relationships among variables. The findings indicate that social media marketing significantly affects brand loyalty through three key dimensions: enhancing user engagement, increasing brand trust, and promoting emotional connection, with the mediating role of user engagement being particularly prominent. Additionally, the study reveals the heterogeneous characteristics of different gender and age groups regarding the effectiveness of social media marketing, providing theoretical support for precision marketing strategies. The innovation of this research lies in constructing a systematic causal relationship network between the multi-dimensional attributes of social media marketing and brand loyalty, while introducing user engagement as a mediating variable, thereby deepening the understanding of the mechanisms underlying social media marketing. This achievement not only enriches the research perspective on brand loyalty but also offers scientific evidence and specific guidance for corporate practices on social media platforms.
Keywords：Social Media Marketing; Brand Loyalty; User Engagement; Structural Equation Model; Heterogeneity Characteristics
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状综述 1
(三) 研究方法与技术路线 2
二、社交媒体营销对企业品牌忠诚度的理论基础 2
(一) 社交媒体营销的核心概念 2
(二) 品牌忠诚度的形成机制 3
(三) 社交媒体与品牌忠诚度的关系模型 3
三、社交媒体营销影响品牌忠诚度的关键因素分析 4
(一) 用户参与对品牌忠诚度的影响 4
(二) 内容质量与品牌信任的关系 4
(三) 社交互动在品牌忠诚度中的作用 5
四、社交媒体营销策略优化与品牌忠诚度提升路径 5
(一) 针对性内容营销策略设计 6
(二) 增强用户互动的实践方法 6
(三) 数据驱动的品牌忠诚度管理 7
结 论 8
参考文献 9
