摘要
随着社交媒体的普及，用户生成内容（User-Generated Content, UGC）在品牌传播中的作用日益凸显，其对品牌形象的影响成为学术界和实践领域关注的焦点。本研究旨在探讨社交媒体广告中UGC对品牌形象的具体影响机制，并分析不同类型的UGC如何通过情感共鸣、信任传递和社会认同等路径塑造消费者的品牌认知。研究采用混合方法设计，首先通过问卷调查收集了1200名社交媒体用户的反馈数据，运用结构方程模型验证UGC的情感属性与品牌形象之间的因果关系；其次，结合深度访谈和文本分析，进一步挖掘UGC在实际场景中的表现形式及其潜在影响因素。研究发现，UGC的原创性、真实性和互动性是决定其对品牌形象影响的关键维度，而情感共鸣和信任传递则在这一过程中起到中介作用。此外，研究还揭示了UGC在提升品牌亲和力和增强消费者参与感方面的独特优势。本研究的创新点在于首次系统地将UGC的情感属性纳入品牌形象的研究框架，并提出了基于UGC类型的品牌传播优化策略。研究成果不仅丰富了品牌形象理论，也为企业在社交媒体广告中有效利用UGC提供了实践指导，具有重要的理论价值和应用意义。
关键词：用户生成内容；品牌形象；情感共鸣；信任传递；社交媒体广告
Abstract
With the growing popularity of social media, the role of user-generated content (UGC) in brand communication has become increasingly significant, and its impact on brand image has drawn considerable attention from both academia and practice. This study aims to explore the specific influence mechanism of UGC in social media advertising on brand image and analyze how different types of UGC shape consumer brand perception through pathways such as emotional resonance, trust transfer, and social identification. A mixed-methods design was adopted for this research. First, feedback data from 1,200 social media users were collected via a questionnaire survey, and the causal relationship between the emotional attributes of UGC and brand image was validated using structural equation modeling. Second, in-depth interviews and text analysis were combined to further investigate the manifestations of UGC in real-world scenarios and its potential influencing factors. The findings indicate that the originality, authenticity, and interactivity of UGC are key dimensions determining its impact on brand image, while emotional resonance and trust transfer play mediating roles in this process. Additionally, the study reveals the unique advantages of UGC in enhancing brand affinity and increasing consumer engagement. The innovation of this research lies in systematically incorporating the emotional attributes of UGC into the fr amework of brand image research for the first time and proposing optimization strategies for brand communication based on UGC types. The research not only enriches the theoretical foundation of brand image but also provides practical guidance for businesses to effectively leverage UGC in social media advertising, demonstrating important theoretical and applied significance.
Keywords：User Generated Content; Brand Image; Emotional Resonance; Trust Transfer; Social Media Advertising
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交媒体广告与用户生成内容的兴起 1
(二) 研究背景与意义 1
(三) 国内外研究现状综述 2
二、用户生成内容对品牌形象的作用机制 2
(一) 用户生成内容的定义与分类 2
(二) 品牌形象的构成要素分析 3
(三) 用户生成内容影响品牌形象的理论基础 3
(四) 作用机制的具体路径探讨 4
三、社交媒体广告中用户生成内容的关键因素分析 4
(一) 内容真实性对品牌形象的影响 4
(二) 用户参与度与品牌互动关系 5
(三) 情感共鸣在品牌形象塑造中的作用 5
(四) 广告形式对用户生成内容效果的影响 6
四、实证研究：用户生成内容对品牌形象的实际影响 6
(一) 研究设计与数据收集方法 6
(二) 不同类型用户生成内容的效果对比 7
(三) 社交媒体平台差异对品牌形象的影响 8
(四) 实证结果分析与讨论 8
结 论 10
参考文献 11
