摘要
随着社交媒体的普及，品牌与消费者之间的互动方式发生了深刻变革，这为研究社交媒体营销对品牌忠诚度的影响提供了重要背景。本研究旨在探讨社交媒体营销活动如何通过情感连接、互动体验和内容传播等机制提升消费者的忠诚度，并进一步揭示其内在作用机理。研究采用定量与定性相结合的方法，通过问卷调查收集了来自不同行业消费者的大量数据，并运用结构方程模型分析变量间的关系。结果显示，社交媒体营销显著影响消费者的品牌忠诚度，其中情感连接和互动体验是关键中介变量，而内容传播则在一定程度上强化了这种影响。此外，研究发现社交媒体平台的特性对营销效果具有调节作用，表明品牌需根据平台特点制定差异化策略。本研究的创新点在于首次将情感连接纳入分析框架，并从多维度解析社交媒体营销的作用路径，为理论发展提供了新视角。同时，研究结果为企业优化社交媒体营销策略、提升品牌忠诚度提供了实践指导，具有重要的学术价值和应用意义。
关键词：社交媒体营销；品牌忠诚度；情感连接；互动体验；内容传播
Abstract
With the widespread adoption of social media, the ways in which brands interact with consumers have undergone profound transformations, providing a critical context for investigating the impact of social media marketing on brand loyalty. This study aims to explore how social media marketing activities enhance consumer loyalty through mechanisms such as emotional connection, interactive experience, and content dissemination, while further uncovering the underlying mechanisms at play. A mixed-methods approach was employed, combining quantitative and qualitative data collection. Extensive data were gathered via questionnaires administered to consumers across various industries, and structural equation modeling was utilized to analyze the relationships among variables. The findings indicate that social media marketing significantly influences consumer brand loyalty, with emotional connection and interactive experience serving as key mediating variables. Content dissemination was found to moderately strengthen this influence. Additionally, the study reveals that the characteristics of social media platforms moderate marketing effectiveness, suggesting that brands should develop differentiated strategies tailored to platform-specific features. The novelty of this research lies in its incorporation of emotional connection into the analytical fr amework and its multidimensional examination of the pathways through which social media marketing exerts its effects, thereby contributing a new perspective to theoretical development. Moreover, the results offer practical guidance for businesses seeking to optimize their social media marketing strategies and enhance brand loyalty, underscoring both the academic significance and applied value of this study.
Keywords：Social Media Marketing; Brand Loyalty; Emotional Connection; Interactive Experience; Content Dissemination
目 录
摘要 I
Abstract II
一、绪论 1
(一) 社交媒体营销与品牌忠诚度的研究背景 1
(二) 研究社交媒体营销对品牌忠诚度的意义 1
(三) 国内外研究现状分析 2
二、社交媒体营销的核心要素分析 2
(一) 用户互动在社交媒体营销中的作用 2
(二) 内容策略对品牌传播的影响 3
(三) 数据驱动的精准营销实践 3
三、品牌忠诚度的形成机制研究 4
(一) 消费者情感联结的构建路径 4
(二) 社交媒体环境下的信任塑造 4
(三) 忠诚行为的驱动因素分析 5
四、社交媒体营销对品牌忠诚度的影响实证研究 6
(一) 研究设计与数据收集方法 6
(二) 影响机制的定量分析 6
(三) 实证结果与案例验证 7
结 论 8
参考文献 9
