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1、<p> 本科生畢業(yè)設(shè)計(jì)(論文)外文翻譯</p><p> 社會(huì)中介技術(shù)的商業(yè)影響:微博作為網(wǎng)絡(luò)口碑品牌</p><p> 在本文中,我們調(diào)查報(bào)告的研究成果是將微博作為網(wǎng)上的一種口碑品牌。我們分析了149472包含品牌的意見(jiàn),情緒和意見(jiàn)的微博客帖子。調(diào)查這些微博客文章和運(yùn)動(dòng)的整體結(jié)構(gòu)中的積極或消極的情緒。比較微博客的這些手工編碼和自動(dòng)分類(lèi)品牌情感。我們的研究結(jié)果表明,包含品
2、牌評(píng)論的 80%品牌評(píng)論博客是尋求或共享信息。近百分之二十的包含了一些對(duì)品牌情緒的表達(dá)。其中,50%是積極的,33%對(duì)公司和產(chǎn)品起關(guān)鍵作用。我們對(duì)自動(dòng)和人工編碼的比較表明兩種方法之間無(wú)顯著差異。我們討論使用微博客作為企業(yè)全面營(yíng)銷(xiāo)和品牌競(jìng)爭(zhēng)的一部分對(duì)公司的影響。</p><p><b> 關(guān)鍵字</b></p><p> 社會(huì)網(wǎng)絡(luò) 服務(wù) 社會(huì)媒介 科技 微博 口碑品
3、牌 病毒營(yíng)銷(xiāo)</p><p> 協(xié)作和交流是Web.2發(fā)展的主要特征。社會(huì)媒介技術(shù)已經(jīng)儲(chǔ)存了可考慮的作用,包括社會(huì)網(wǎng)絡(luò)站點(diǎn)(MySpace, Facebook, and LinkedIn),虛擬正式的站點(diǎn)和網(wǎng)絡(luò)傳播(e.g., Wikipedia, YouTube, and Flickr).</p><p> 現(xiàn)在有很多擺在眼前的問(wèn)題關(guān)于媒介技術(shù)對(duì)全社會(huì)的影響。隨著這些技術(shù)的發(fā)展,他們
4、對(duì)于個(gè)人觀念,社會(huì)相關(guān)觀念和其他重要的人類(lèi)生活領(lǐng)域的影響是什么。在我們的報(bào)告中,我們將調(diào)查媒介技術(shù)在商業(yè)部門(mén)的影響,也即是對(duì)企業(yè)和客戶關(guān)系的影響。企業(yè)和客戶聯(lián)系的重要元素是品牌。圍繞一些方面,比如品牌圖像和品牌滿意。媒介技術(shù)有充分影響口碑品牌的潛能。</p><p> 口碑是信息從一個(gè)人傳遞到另一個(gè)人的過(guò)程。在商業(yè)情形中,包括顧客分享細(xì)節(jié),他們者對(duì)于交易,產(chǎn)品或服務(wù)的意見(jiàn)和反應(yīng)??诒放剖怯绪攘Φ?,有影響力的,
5、多面的,典型的努力影響產(chǎn)品營(yíng)銷(xiāo)的形式。積極的口碑傳播被看作是一個(gè)強(qiáng)有力的營(yíng)銷(xiāo)媒介來(lái)影響消費(fèi)者。口碑品牌是在社會(huì)網(wǎng)絡(luò)和信任的基礎(chǔ)上的:人們相信家人,朋友,和一些社會(huì)網(wǎng)絡(luò)中認(rèn)識(shí)的人。調(diào)查顯示人們似乎表面上不關(guān)心在直接社會(huì)網(wǎng)絡(luò)之外的其他人的意見(jiàn),比如網(wǎng)絡(luò)評(píng)論。這些形式就是網(wǎng)絡(luò)口碑或者電子口碑。</p><p> 這顯著的口碑傳播區(qū)域提供了消費(fèi)者極大的呼聲影響品牌形象和感知。在品牌經(jīng)營(yíng)方面,企業(yè)要能?chē)L試運(yùn)用品牌傳播和病
6、毒營(yíng)銷(xiāo)方式。但是一旦口碑傳播戰(zhàn)役開(kāi)始或釋放,將幾乎沒(méi)有合適的工具能控制評(píng)論流動(dòng)。然而,品牌經(jīng)營(yíng)將隨著傳播手段的改變而改變。雖然和以前的情況相似,網(wǎng)絡(luò)口碑提供許多方式來(lái)交流信息。許多時(shí)候是不記名字的或者自信的,提供地理上的和臨時(shí)的自由擁有一度持久。同樣的,網(wǎng)絡(luò)口碑被看作對(duì)交易和組織對(duì)于涉及名聲經(jīng)營(yíng)非常重要的。企業(yè)和政府正在斗爭(zhēng)網(wǎng)絡(luò)口碑品牌怎樣影響正存在的進(jìn)程,比如說(shuō)商標(biāo)。</p><p> 網(wǎng)絡(luò)口碑傳播的一種新的
7、形式是微博,它是利用Web服務(wù)的比如說(shuō)推特。微博是一種新的交流方式,通過(guò)它使用者可以描述一些有趣的事情和表達(dá)自己的態(tài)度,他們?cè)敢馀c其他人分享通過(guò)用長(zhǎng)短信,移動(dòng)電話,郵件或者互聯(lián)網(wǎng)。微博已經(jīng)在口碑中從概念到現(xiàn)實(shí)改變了網(wǎng)絡(luò)品牌和名聲經(jīng)營(yíng)。微博經(jīng)常將短小的評(píng)論發(fā)送到網(wǎng)絡(luò)中。</p><p> 微博客影響著口碑品牌因?yàn)樗且环N新的傳播工具,允許人們幾乎在任何地方分享一些影響他們的牌子(當(dāng)你在開(kāi)車(chē),和咖啡或是坐在電腦前面
8、)到達(dá)幾乎每個(gè)人都接觸的地方。(互聯(lián)網(wǎng),手機(jī),感應(yīng)電動(dòng)機(jī))在這樣的范圍是以前從來(lái)沒(méi)有過(guò)的。當(dāng)微博使得人們不用寫(xiě)長(zhǎng)句子。對(duì)微小部分來(lái)說(shuō)這是正好的使得微博和其他媒介比起來(lái)比如博客,網(wǎng)絡(luò),在線評(píng)論變得唯一。這些微博提供及時(shí)的情緒和在決策制定的關(guān)鍵路口提供情感反應(yīng)。簡(jiǎn)而言之,微品牌評(píng)論是及時(shí)的,到處存在的,和可升級(jí)的。自從他們上線,那些與互聯(lián)網(wǎng)接觸多的人來(lái)認(rèn)為微博是具有代表性的被理解的。也有這樣的記錄,這些微博永久的存在和通過(guò)互聯(lián)網(wǎng)或者其他服務(wù)
9、是可以被搜索到的</p><p> 在研究中,我們調(diào)查了對(duì)于運(yùn)用微博帖子表達(dá)品牌的態(tài)度。然而,還是有一些涉及主題的沒(méi)能解答的問(wèn)題。品牌微博是怎樣流行的?人們是怎么建構(gòu)微博的?在網(wǎng)絡(luò)上的名聲經(jīng)營(yíng)的影響是什么?正是這些問(wèn)題促使我們調(diào)查。</p><p><b> 著作評(píng)論</b></p><p> 先前的調(diào)查研究揭示了口碑是特別的有意思的影響
10、著新的消費(fèi)者購(gòu)買(mǎi)東西和選擇服務(wù)。網(wǎng)絡(luò)口碑品牌是缺少個(gè)人的,他是不面對(duì)面的(也許相比過(guò)去個(gè)體之間運(yùn)用了不同的方式)網(wǎng)絡(luò)口碑在及時(shí)方面具有強(qiáng)大的力量,有意義的到達(dá)率。印刷是可信的,被其他人可到達(dá)的。網(wǎng)絡(luò)口碑品牌在及時(shí)方面,微博能出現(xiàn)購(gòu)買(mǎi)決策甚至在購(gòu)買(mǎi)的過(guò)程中。因此,理解微博如何改變網(wǎng)絡(luò)口碑是重要的,同時(shí)也有深刻的暗示,廣告,交易,產(chǎn)品的成功。實(shí)際上,工具已經(jīng)進(jìn)入市場(chǎng)去幫助企業(yè)經(jīng)營(yíng)表達(dá)在微博領(lǐng)域通過(guò)直接監(jiān)控或者直接在網(wǎng)絡(luò)上插嘴。</p&
11、gt;<p> The Commercial Impact of Social Mediating Technologies: Micro-blogging as Online Word-of-Mouth Branding</p><p> In this paper, we report research results investigating micro-blogging as a fo
12、rm of online word of mouth branding. We analyzed 149,472 micro-blog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these micro-blog postings and movement in posi
13、tive or negative sentiment. We compared automated methods of classifying brand sentiment in these micro-blogs with manual coding. Our research findings show that 80 percent of micro-blogs containing bra</p><p&
14、gt; Author Keywords </p><p> Social networking service, social mediating technologies, micro-blogging, micro-blogs, word-of-mouth branding, viral marketing,</p><p> INTRODUCTION </p>&
15、lt;p> Collaboration and community are certainly key characteristics of Web 2.0 development. Social Mediating Technologies (SMTs) ) have garnered considerable usage, including social networking sites (e.g., MySpace, F
16、acebook, and LinkedIn), virtual reality sites (e.g., Second Life), and online communities (e.g., Wikipedia, YouTube, and Flickr). </p><p> There are numerous open questions concerning the overall social imp
17、act of these SMTs. As these technologies development, what will be their impact on concepts of privacy, views of social relationships, and other important areas of people’s life. In this research, we investigate the effe
18、cts of SMTs in the commercial sector, namely the impact on company – customer relationship. A key element of company – customer relationship is branding, which encompasses aspects such as brand image and brand sat</p&
19、gt;<p> Word-of-mouth is the process of conveying information from person to person. In commercial situations, word of mouth (WOM) involves consumers sharing details, their opinions, or reactions about businesses
20、, products, or services with other people. This WOM branding is a captivating, influential, multifaceted, and typically hard to influence form of product marketing [8, 18, 19]. Positive word of mouth is considered as a p
21、owerful marketing medium for companies to influence consumers. WOM branding </p><p> This broad reach of OWOM provides consumers tremendous clout to influence brand image and perceptions [28, 33]. In terms
22、of brand management, companies can attempt to start WOM and viral marketing [35] operations, but once the WOM campaigns begins or is unleashed, there have been little or no tools available to manage the content flow [12]
23、. However, brand management is transforming as communication means change. Although similar to earlier forms, OWOM offers a variety of means to exchange inform</p><p> One new form of OWOM marketing is micr
24、o-blogging, using Web services such as Twitter. Micro-blogging is a new form of communication in which users can describe things of interest and express attitudes that they are willing to share with others in short posts
25、 (i.e., micro-blogs) distributed by instant messages, mobile phones, email or the Web. Micro-blogging has changed online branding and reputation management in WOM campaigns from concept to reality. Micro-blogs are short
26、comments usually deliv</p><p> Micro-blogging affects OWOM branding because it is new means of communication, allowing people to share these brand impacting thoughts (i.e., sentiment) almost anywhere (i.e.,
27、 while driving, getting coffee, or sitting at their computer) to almost anyone ‘connected’ (e.g., Web, cellular phone, IM, email) on a scale that has not been seen in past. While the shortness of the micro-blog keeps peo
28、ple from writing long thoughts, it is precisely the micro part that makes micro-blogs unique from other O</p><p> In this study, we examine the expressions of brand attitudes in micro-blog postings. However
29、, there are several unanswered questions concerning this new topic. How prevalent are branding micro-blogs? How do people structure these micro-blogs? What are their effects on online reputation management? These are the
30、 questions that motivate our research.</p><p> REVIEW OF LITERATURE </p><p> Prior research has shown that WOM has particularly significant influences on new consumer purchases of products or
31、services [11, 23]. </p><p> OWOM branding may be less personal in that it is not face-to-face (or maybe just personal in a different way than in the past). OWOM branding is more powerful in that it is immed
32、iate, has a significant reach, is credible by being in print, and is accessible by others. In terms of immediacy of OWOM branding, micro-blogging can occur very near the purchase decision, or even during the purchase pro
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