簡介：中文中文4400字出處SUCH,FANKK,SUPYANEMPIRICALSTUDYOFPRACTICABILITY,HEDONICANDINTERACTIVEMEDIAFORINTENTIONTOWARDCULTURALCREATIVEAPPDESIGNC//INTERNATIONALCONFERENCEONAPPLIEDSYSTEMINNOVATION201614實用性，用性，隱藏和互藏和互動媒體媒體對文化文化創(chuàng)意APP設計設計意圖的實證實證研究研究CHUNGHOSU,KUOKUANGFAN,POYUANSUL臺灣高雄舒特大學動畫游戲設計系2國家云林科技大學設計研究院，臺灣3臺灣語言文化大學數字內容應用與管理系AMIC6033STUEDUTW,BFANKKYUNTECHEDUTW,CA0938825858GMAILCOM摘要摘要隨著文化創(chuàng)意產業(yè)的全球浪潮和演變，文化創(chuàng)意產業(yè)發(fā)展法在2010年在臺灣成功發(fā)布。這促進了相關工藝產業(yè)向文化創(chuàng)意產業(yè)轉型，建立私營品牌。為了促進文化創(chuàng)意產業(yè)的發(fā)展，政府也加強了藝術創(chuàng)作與文化保護，文化藝術的融合。因此，文化創(chuàng)意產品的應用正在朝多元化方向發(fā)展。特別是數字創(chuàng)意APP（應用程序）成為現(xiàn)代青少年流行的娛樂與互動平臺。在這種情況下，了解文化優(yōu)勢，整合創(chuàng)意與設計，是加強臺灣文化創(chuàng)意產業(yè)文化創(chuàng)意產業(yè)的關鍵因素。因此，了解數字創(chuàng)意APP使用意圖和態(tài)度成為主要的研究課題。本研究旨在開發(fā)一種文化和創(chuàng)意APP，以及數字創(chuàng)意APP用戶的嚴格和經驗意義的數字創(chuàng)意APP使用意圖和態(tài)度規(guī)模。文化創(chuàng)意APP的特點首先通過文獻綜述，專家訪談，測量項目的凈化和預測，以及正式問卷的可靠性和有效性評估來推廣實用性，享樂主義和媒體互動。丘吉爾（1979）和DEVELLIS（L99L）以及相關尺度研究的建議被用來衡量數字創(chuàng)意APP使用意圖和態(tài)度。結果表明，針對文化創(chuàng)意APP設計的實用性，娛樂性和媒體互動性的最佳預測指標是使用態(tài)度（R20547），其次是打算使用（R20528），實用性（R20408），娛樂R2018）。本研究提出了針對文化創(chuàng)意APP設計的一般擴展技術驗收模式。我們提出的模型解釋了528％的行為意圖差異?？傮w發(fā)現(xiàn)表明，使用態(tài)度和打算使用可能會增加其功能，作為程序意圖對文化創(chuàng)意APP設計的關鍵因素。關鍵詞文化創(chuàng)意產業(yè)，技術驗收模式，計劃行為理論，媒關鍵詞文化創(chuàng)意產業(yè)，技術驗收模式，計劃行為理論，媒體豐富理論體豐富理論介紹介紹伴隨著全球文化創(chuàng)意產業(yè)的發(fā)展和浪潮，文化創(chuàng)意產業(yè)發(fā)展法在2010年在臺灣圓滿落幕，鼓勵相關工藝品行業(yè)轉型為文化創(chuàng)意產業(yè)，創(chuàng)造自主品牌。為了促進文化創(chuàng)意產業(yè)的發(fā)展，政府也加強了藝術創(chuàng)作和文化保護以及文化與科技的結合。因此，文化創(chuàng)意產品的應用成為多元化特別是數字文化創(chuàng)意APP成為現(xiàn)代青少年流行的娛樂與互動平臺。數字內容產業(yè)是公眾最普遍接受和青睞的。在技術不斷創(chuàng)新和移動設備繁榮發(fā)展的今天，許多創(chuàng)意APP成為可行的設計然而，具有文化和創(chuàng)意設計的APP是罕見的。在這種情況下，它突出了開發(fā)可接受的移動文化和創(chuàng)意APP的重要性。麥克德莫特（1991）指出，設計必須回到人文與美學的觀點技術只是技能援助，但不能用于指導設計。因此，在人文關懷中設計可接受的APP是一個主要問題。根據信息產業(yè)研究所（2013）對臺灣互聯(lián)網用戶網絡娛樂服務使用行為的調查，約80％的智能手機用戶下載了APP，超過50％的下載APP是娛樂APP。雖然娛樂手機APP具有競爭力，但具有文化創(chuàng)意內容的應用仍處于發(fā)芽和發(fā)展階段。因此，可接受的文化和創(chuàng)意APP的設計和用戶行為的因素變得更加重要。通過分析基于技術接受模型（TAM），計劃行為理論（TPB）和媒體豐富理論的文獻，擴展了模型，構建了使用文化創(chuàng)意APP的意圖的測量模型，整合了實用性，娛樂性，媒體互動。二要使用文化創(chuàng)意APP的意圖需要實現(xiàn)。有大量的數字APP用戶，每個人都表現(xiàn)出不同的態(tài)度和接受APP。這項研究預計在接受數字文化和創(chuàng)意APP提供的服務后，可以了解用戶的態(tài)度和行為意圖。與傳統(tǒng)技術接受模型不同，數字文化創(chuàng)意APP相關思想被納入研究模式中，通過擴展完整的技術接受模型，了解數字文化和創(chuàng)意APP用戶的行為意圖。它旨在將有限的資源投入重要的變量來實現(xiàn)最大的效率。相關文獻和研究假說相關文獻和研究假說A技術接受模型（TAM）根據DAVIS（1989）技術接受模型，用戶對系統(tǒng)的態(tài)度受感知易用性和感知有用性的影響，用戶的行為意圖受到態(tài)度和感知有用性的影響，感知有用性也會影響感知的易用性。這種模型廣泛應用于各種關于技術接受行為的研究，并且模型中的假設已經被驗證了幾次（VENKATESH＆BALA2008AHN等人2007MOON＆KIM200L）。因此，技術接受模型的假設包括在本研究中。H5可行性對態(tài)度產生積極影響。H7可行性對行為意圖表現(xiàn)出積極的影響。H8使用態(tài)度顯示對行為意圖的積極影響。B計劃行為理論（TPB）AJZEN＆FISHBEIN（1975）認為態(tài)度和主觀規(guī)范是行為意圖的主要因素。從過去的研究中，TPB可以用來解釋不同類型的行為，并有很好的解釋。在樂趣過程中，與想象力，感覺，樂趣和符號意義相關的元素通常與娛樂（HIRSCHMAN＆HOLBROOK，1982）一起出現(xiàn)，這可能是節(jié)日或淡季的感覺（SHERRYL990）。娛樂的特點往往適用于行為研究（SCARPI2005SHERRYL990），并呈現(xiàn)主觀和個人內容（BABINETAL。，1999）。從使用系統(tǒng)的角度來看，用戶認為決策系統(tǒng)的更高“娛樂”將表現(xiàn)出更高的使用意圖（GOPAL等人，1993）。因此，本研究提出了以下假設。H4娛樂表現(xiàn)出對態(tài)度的積極影響。H6娛樂對行為意圖產生積極影響。C媒體豐富理論WANG,HSIEH,ANDSONG（20L2）指出了用戶感知媒體豐富度對娛樂感覺的積極影響。沙利文（L999）解釋說，互動是信息系統(tǒng)與用戶之間的對話除了交互之外，信息系統(tǒng)用戶可以響應信息系統(tǒng)在此過程中提供的信息和內容。COYLE＆THORSON（200L）認為互動性對信息系統(tǒng)的實用性的積極影響以及對使用和使用行為態(tài)度之間更好一致性的協(xié)助。H1媒體互動對娛樂產生積極影響。H2媒體互動對使用態(tài)度產生積極影響。圖2結構模型的路徑系數一般來說，R2中的內源性構建體模型被評估為PLS中的整體擬合度（HULLAND，L999）。在圖2中，四個內在結構的R2顯示娛樂性086，使用態(tài)度0574，實用性0408，行為意向0528，對使用態(tài)度和行為意圖態(tài)度R2高。它代表行為意圖與四個前提和小不明原因殘差之間的有利解釋。它揭示了行為意圖和前提之間的良好的適應性。娛樂的R2略低，可能是因為APP的實用性和實用性被強調在數字文化和創(chuàng)意APP上。因此娛樂不是數字文化和創(chuàng)意APP的主要應用。總而言之，四個內生結構表現(xiàn)出有利的解釋，揭示了研究模式的良好解釋，符合科恩（1988）提出的原則。結論結論和建和建議研究結果表明，支持8個假設，每個假設的路徑系數具有很高的意義，表3比較假設驗證與相關研究，結論和建議如下。TABLE3假設檢驗結果由于PLS沒有提供通過GOF（TENENHAUS，AMATO，＆ESPOSITOVINZI，2004）“驗證PLS模型”的整體模型擬合指標，因此有一些標準來評估模型的有效性。根據本研究路徑系數的總體效應和解釋（R2053）的積極性，實用性，娛樂性和媒體互動性對使用態(tài)度和行為意圖的態(tài)度提出了高度的解釋。此外，本研究中模型的適合度指標（GOF056）與COHEN（1988）最大擬合優(yōu)度匹配，揭示了整個模型的良好評估和預測。此外，在將研究模型中使用的媒體交互性路徑添加到態(tài)度之后，解釋的方差增加（從383％變?yōu)?74％），效應值F2019，顯示出從小到中的效應值的增加添加路徑（COHEN，1988）。加入行為意圖的娛樂路徑后，方差解釋也增加（從306％變?yōu)?28％），影響值F2022，增加路徑后從小到中增加效應值（COHEN，1988）。潛在構造的Q2值大于0，揭示了路徑模型與構造之間的預測相關性。因此，研究模型對數字文化和創(chuàng)意APP的行為意圖進行了預測，整體模型評估和研究模型呈現(xiàn)出良好的適合性。因此，本研究中提出的8項假設得到了顯著的支持。換句話說，當實用性，娛樂性和媒體互動性的因素被整合到數字文化和創(chuàng)意APP設計中時，用戶將顯示出高度的使用意圖。致謝本研究得到中華民國國家科學委員會的支持，合同號為NSC14042410H366003，NSC14042622H366001CC3。參考文獻參考文獻1AHN，T，RYU，S，ANDHAN，I（2007）。“網絡質量和娛樂對用戶接受在線零售，信息與管理的影響”（443），263275。2ARMSTRONG，JS，＆OVERTON，TS（1977）。估計郵件調查中的無回應偏差。市場研究雜志，14，396402。3BABIN，BJDARDEN，WR。和MITCH，G。（994），“工作和/或樂趣衡量享樂和功利購物價值”，消費者研究雜志，VOL。20，第4期，第644656頁4CHIN＆NEWSTED，PR。（L999）。使用偏最小二乘法的小樣本的結構方程建模分析。在RHOYLE（ED。），“SMALLSAMPLERESEARCH”的統(tǒng)計學策略307341。千橡，加利福尼亞圣人出版社5CHIN，WW，（L998）。部分最小二乘法結構方程模型，現(xiàn)代商業(yè)研究方法，L5（2），295336。6CHIN，WW，（L998B）“結構方程模型的偏最小二乘法”，“現(xiàn)代商業(yè)研究方法”，MARCOULIDES，GA。（ED。），LAWRENCEERLBAUMASSOCIATES，MAHWAH，NJ，PP。I2951336。7COHEN，J。（1988）。行為科學的統(tǒng)計權力分析。HILLSDALE，NJLAWRENCEERLBAUM。8COYLE，JR和THORSON，E（200L），“網絡營銷網站中互動性和鮮明度進步水平的影響”，廣告刊物，VOL。30，NO3，PP6577。9DAVIS，F(xiàn)D。（1989），“感知有用性，感知易用性和用戶對信息技術的接受”，MI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簡介：中文中文3050字，字，1900單詞，單詞，10000英文字符英文字符出處出處GABERIISTHERESTILLACRISISINPUBLICCOMMUNICATIONIFTHEREEVERWASONETHEUKEXPERIENCEJJOURNALISMTHEORY,PRACTICEINSTEAD,THEREAREAMULTITUDEOFCACOPHONOUSVOICESTALKINGAND,OCCASIONALLY,SHOUTINGATEACHOTHERANDTHEDIGITALREVOLUTIONHASMEANTTHATTHESPEEDANDQUANTITYOFINFORMATIONANDOPINIONBEINGPUBLICLYEXCHANGEDHASINCREASEDEXPONENTIALLYBUTTHEKEYQUESTIONTOBEADDRESSEDRELATESTOTHETENOROFTHEDISCOURSES,ANDTHERESULTINGPOLICYDECISIONSTHATFLOWFROMTHEM–THATQUESTIONIS,DOESASURFEITOFINFORMATIONANDOPINIONIMPROVE,ORACTUALLYDIMINISH,THEQUALITYOFDECISIONMAKINGANDHENCETHEQUALITYOFOURDEMOCRACYTHEANSWERRELATESBACKTOTHEMAINTHEMEOFTHISARTICLE–ISTHEREASBLUMLERANDGUREVITCH1995TERMEDIT‘ACRISISINPUBLICCOMMUNICATION’IFTHEANSWERISYES,THENAFURTHERQUESTIONISBEGGED–NAMELY,ISTHECRISISMOREORLESSFIXEDINNATUREORISITDYNAMICAND,INNORMATIVETERMS,CANTHEDIRECTIONOFTRAVELBESEENASPOSITIVEORNEGATIVEORWASTHERENEVERACRISISINTHEFIRSTPLACETHEREAREANUMBEROFELECTRONICSTRAWSINTHEWINDSUGGESTIVEOFTHEPOSSIBILITYTHATCONTEMPORARYPOLITICALCOMMUNICATIONSAREINTHEPROCESSOFCHANGING,ORAPPEARINGTOCHANGE,WHATGANS2010HASTERMEDTHE‘DEMOCRATICCONVERSATION’,ANDTHATTHISTRANSFORMATIONISNOTNECESSARILYFORTHEWORSE‘NEWSINTENSIFICATION’ANDTHEGROWTHOFSPINHOWEVER,EVENIFTHESUGGESTIONTHATTHEDIGITALREVOLUTIONISOPENINGUPNEWDISCURSIVESPACESWHICHMIGHTALLOWORDINARYCITIZENSTOHAVEAGREATERVOICEMIGHTBESEENASOVEROPTIMISTIC,THESENEWSPACESARENONETHELESSHAVINGAMAJORIMPACTON

簡介：JOURNALISM1–16?THEAUTHORS2015REPRINTSANDPERMISSIONSSAGEPUBCOUK/JOURNALSPERMISSIONSNAVDOI101177/1464884915576731JOUSAGEPUBCOMISTHERESTILLA‘CRISISINPUBLICCOMMUNICATION’IFTHEREEVERWASONETHEUKEXPERIENCEIVORGABERUNIVERSITYOFSUSSEX,UKABSTRACTTHISARTICLETAKESACONSIDEREDLOOKATTHEDEBATESSURROUNDINGTHENOTIONOF‘THECRISISINPOLITICALCOMMUNICATIONS’ASITAPPLIES,INPARTICULAR,TOTHEUNITEDKINGDOMTHEARTICLEBEGINSBYSEEKINGTOMAKETHEHABERMASIANNOTIONOFTHEPUBLICSPHERERELEVANTTOCONTEMPORARYPOLITICALCOMMUNICATIONSINTHEUNITEDKINGDOMITTHENGOESONTODETAILTHEEVOLUTIONOFTHEARGUMENTTHATTHEREISACRISIS,BYTRACINGIT,MAINLYBUTNOTEXCLUSIVELY,THROUGHTHEWORKSOFJAYBLUMLERANDHISCOLLABORATORSITPLACESTHESEARGUMENTSWITHINTHECONTEXTOFTHECHANGESINTHERELATIONSBETWEENPOLITICIANSANDTHEMEDIAASSETOUTBYBOTHSCHOLARSANDTHROUGHTHEAUTHOR’SREFLECTIONSONHISOWNPROFESSIONALPRACTICETHEARTICLESUGGESTSTHATDESPITEWHATSOMEHAVEDESCRIBEDASADETERIORATIONINTHEPOLITICALCOMMUNICATIONSSYSTEM,THEDRAMATICCHANGESTHATHAVEBEEN,ANDARE,TAKINGPLACEINTHEINCREASINGLYDIGITALPUBLICSPHERE,ANARGUMENTCANBESUSTAINEDTHATWEAREMOVINGINTOAPERIODWHEN,BECAUSETHEPUBLICORITSONLINECOMPONENTHAVEGREATERACCESSTOPOLITICALINFORMATIONANDDEBATE,THECRISIS,IFITEVEREXISTEDINTHEFIRSTPLACE,ISPASSINGANDWEARENOWMOVINGTOWARDSANENHANCEDANDHEALTHIERDIGITALPUBLICSPHEREKEYWORDSDIGITALREVOLUTION,POLITICALCOMMUNICATIONS,POLITICIANSANDMEDIA,PUBLICSPHERE,SOCIALMEDIA,SPINANDDEMOCRATICDEBATEINTRODUCTIONTHEPUBLICSPHERERECONSIDEREDANYDISCUSSIONABOUTA‘CRISIS’INPOLITICALORPUBLICCOMMUNICATIONSMUST,EITHERIMPLICITLYOREXPLICITLY,TAKEASASTARTINGPOINTJüRGENHABERMAS’1989NOTIONOFTHEPUBLICCORRESPONDINGAUTHORIVORGABER,DEPARTMENTOFMEDIAANDFILM,UNIVERSITYOFSUSSEX,SILVERSTONEROOM204,BRIGHTONBN19RH,UKEMAILIVORGABERSUSSEXACUK576731JOU00101177/1464884915576731JOURNALISMGABERRESEARCHARTICLE2015ARTICLEATCHINAJILIANGUNIVERSITYONMAY28,2016JOUSAGEPUBCOMDOWNLOADEDFROMGABER3IFTHEANSWERISYES,THENAFURTHERQUESTIONISBEGGED–NAMELY,ISTHECRISISMOREORLESSFIXEDINNATUREORISITDYNAMICAND,INNORMATIVETERMS,CANTHEDIRECTIONOFTRAVELBESEENASPOSITIVEORNEGATIVEORWASTHERENEVERACRISISINTHEFIRSTPLACETHEREAREANUMBEROFELECTRONICSTRAWSINTHEWINDSUGGESTIVEOFTHEPOSSIBILITYTHATCONTEMPORARYPOLITICALCOMMUNICATIONSAREINTHEPROCESSOFCHANGING,ORAPPEARINGTOCHANGE,WHATGANS2010HASTERMEDTHE‘DEMOCRATICCONVERSATION’,ANDTHATTHISTRANSFORMATIONISNOTNECESSARILYFORTHEWORSEBLUMLER’SDEVELOPING‘CRISISINPUBLICCOMMUNICATION’INCONSIDERINGTHEHEALTHOFTHEPOLITICALPUBLICSPHERE,IAMFOCUSSINGONTHECENTRALRELATIONSHIPWITHINTHATSPHERE,NAMELY,THATBETWEENJOURNALISTSANDPOLITICIANSONEOFTHEKEYTEXTSINTHISAREAISBLUMLERANDGUREVITCH1995WHOWEREAMONGTHEPIONEERSOFASYSTEMICAPPROACHTOTHESTUDYOFPOLITICALCOMMUNICATIONSANDWEREAMONGTHEFIRSTTOIDENTIFYTHE‘CRISISOFPUBLICCOMMUNICATION’,BASEDONTHEIRALMOST30YEARSOFOBSERVINGELECTIONCOVERAGEATTHEBBCBETWEEN1966AND1992WHENBLUMLERFIRSTBEGANRESEARCHINGELECTIONCOVERAGEINTHEUNITEDKINGDOM,HEDIDNOTPERCEIVEITTOBEIN‘CRISIS’INONEOFHISFIRSTSTUDIESBLUMLERANDMCQUAIL1968CONCLUDEDTHATTHEPOLITICALCOMMUNICATIONSSYSTEMINTHEUNITEDKINGDOM,ASTHEYOBSERVEDITDURINGTHE1964ELECTIONINTHEUNITEDKINGDOM,WASFUNCTIONINGWELL,GIVINGTHEMAXIMUMNUMBEROFCITIZENSTHECHANCETOBEEXPOSEDTOTHEVIEWSOFTHEMAINPOLITICALPARTIESP286ANDWHENBLUMLERANDGUREVITCHLOOKEDATPOLITICALCOMMUNICATIONSINTHEELECTIONSOF1983INTHEUNITEDKINGDOMAND1984INTHEUNITEDSTATESSEMETKOETAL,1991,THEYCOMPAREDBRITAINFAVOURABLY,NOTINGTHATINTHEUKELECTION,COVERAGEWASLESSGAMEORIENTATED,MORESUBSTANTIVE,GAVEPOLITICIANSMORESCOPETOSETTHECAMPAIGNAGENDA,LESSPROFESSIONALISEDANDTHATBRITISHJOURNALISTS’ATTITUDETOPOLITICIANSWASMORE‘SACERDOTAL’THAN‘DISDAINFUL’–THEIRTWOPRINCIPLEDESCRIPTORSTHEYATTRIBUTEDTHESEPOSITIVEATTRIBUTESLARGELYTOTHEEXISTENCEOFASIZEABLEPUBLICSERVICEBROADCASTINGSECTORINTHEUNITEDKINGDOMWHICHWASIMBUEDWITHWHATTHEYDESCRIBEDASA‘CIVICMISSION’SEMETKOETAL1991HOWEVER,INTHELIGHTOFTHEIRLATEROBSERVATIONSATTHEBBC,THEYSUBSEQUENTLYREVISEDTHEIRVERDICTONTHEBRITISHSYSTEM,CHARTINGADECLININGPUBLICSERVICEBROADCASTINGETHOSWHICHTHEYHELDASBEINGLARGELYRESPONSIBLEFORWHATTHEYWERENOWCALLINGA‘CRISIS’INPUBLICCOMMUNICATIONTHEYOBSERVEDTHATJOURNALISTSNOTJUSTINTHEBBCWEREBECOMINGEVERMORE‘DISDAINFUL’OFPOLITICIANSINTHEIRELECTIONCOVERAGETHEYSUGGESTEDTHATJOURNALISTSVIEWEDPOLITICIANSANDPARTIESTHROUGHANINCREASINGLYCYNICALLENSANDSAWELECTIONCOVERAGEMOREANDMOREINTERMSOFACONTEST–NOTBETWEENTHEPOLITICIANSBUTBETWEENTHEPOLITICIANSANDTHEMEDIAINTHISCONTEST,THEJOURNALISTSFIRSTSOUGHTTODECODEHOWTHEPOLITICIANSWEREATTEMPTINGTOGAINCONTROLOFTHEDAILYELECTIONNEWSAGENDAANDTHENWERESEEKINGTODEVISESTRATEGIESASTOHOWTONULLIFYSUCHMANOEUVRESBLUMLERANDGUREVITCH,1995104THISAPPROACHTHEYCONTRASTEDWITHWHATTHEYHADDESCRIBEDEARLIERASAMORE‘SACERDOTAL’APPROACHTOELECTIONCOVERAGE–THENOTIONTHATJOURNALISTS,PARTICULARLYPUBLICSERVICEBROADCASTERS,ASSUMEDTHATTHEYHADANOBLIGATIONTOPROVIDETHEFAIRESTELECTIONCOVERAGEPOSSIBLEASPARTOFTHEDEMOCRATICPOLITICALPROCESSBLUMLERANDGUREVITCH,199556ATCHINAJILIANGUNIVERSITYONMAY28,2016JOUSAGEPUBCOMDOWNLOADEDFROM

簡介：中文中文7000漢字，漢字，4100單詞，單詞，21000英文字符英文字符出處出處SHAOJ,LIX,LIZMICROFILMMARKETINGOFCHINESETOURISMDESTINATIONSVIASOCIALMEDIATHECASEOFSHAOXINGC//IEEE,INTERNATIONALCONFERENCEONCOMMERCEANDENTERPRISECOMPUTINGIEEE,2012159165通過社交媒體微電影營銷中國旅游目的地通過社交媒體微電影營銷中國旅游目的地JUNSHAO,XIONGLI,ZHAOLI通過社交媒體中的微電影對中國旅游目的地進行營銷越來越受歡迎。從文獻來看，我們對這種現(xiàn)象知之甚少。我們對紹興利用微電影營銷活動進行研究，本文揭示了旅游目的地利用微電影營銷的成功因素。研究結果表明，在微電影的擴散過程中旅游目的地的營銷人員都積極的參，而且無論是線上還是線下營銷努力都是精心策劃并相互整合的。它還表明，如果旅游目的地沒有獨特的吸引力，可以通過一個浪漫的主題來給觀眾留下一個深刻的印象。最后論文給出了旅游目的地的建議和啟示。關鍵詞微電影營銷；社交媒體；目的地營銷一、簡介一、簡介從2011開始，特別是在2012年初，通過社交媒體進行微電影營銷已經成為中國旅游目的地非常流行的促銷方式。目的地營銷組織（DMOS）發(fā)布的微電影獲得了很高的命中率。這一現(xiàn)象已引起了中國旅游業(yè)的極大關注。許多組織聚集在一起討論微電影營銷的商業(yè)模式。然而，以往的文獻對此描述甚少。本文對通過社交媒體的微電影營銷這一現(xiàn)象進行了研究。具體而言，本研究的目的旨在調查紹興古城案例，這是中國第一個使用微電影營銷的城市級目的地，無論是線上還是線下都引發(fā)了極大的關注。本研究的貢獻在于揭示了微電影營銷的成功因素并應用于目的地營銷，這在以前的文獻中并沒有研究。二、背景二、背景A中國的社交媒體到2011年十二月年底，，中國網民數量已達5億1300萬。中國擁有超過4億6000萬的社交媒體用戶。社交媒體，包括博客和微博等越來越受歡迎，因為它們的即時表達方式與中國人的現(xiàn)代生活節(jié)奏一致。到2011三月新浪微博有超過1億4000萬的用戶。在中國它占據了57的市場份額和87的微博活動。根據HITWISE公司監(jiān)控互聯(lián)網流量的數據，幾年四月份，中國是世界上最活躍的微博市場，而微博是中國社交網絡用戶的首選。在線訪問中點擊一個微博，每158次點擊就有一次發(fā)生在中國，這是高于在英國，美國，法國，加拿大，澳大利亞和印度的推特率。與電視、雜志等傳統(tǒng)渠道相比，社交媒體，尤其是微博，可以很快的傳播信息或視頻。視頻是中國社交媒體用戶使用微博的主要利益，除了照片和新聞外，根據中國互聯(lián)網的數據中心公布的中國在線視頻藍皮書，視頻終端已經從電腦和電視擴展到智能手機和平板電腦上。截止到2012年第一季度，中國有2億5200萬個智能手機用戶。約有92的人訪問社交網絡網站，并85的用戶使用他們的智能手機觀看在線視頻。因此，微電影觀眾的數量是相當多的。B中國目的地的微電影營銷從去年開始，人們看到和認識到許多成功的微電影營銷活動的效果，尤其是橘子水晶酒店十二星座系列微電影，DMOS如四川旅游局、紹興旅游集團、杭州旅游局和南京旅游局先后在2012年上半年制作并發(fā)布自己的景觀微電影。例如，微電影中的第四集，名為愛在四川，在網上發(fā)布后一個月內，在四川已經播放次數已經超過800000次。正如預期的那樣，電影中的許多清潔會誘發(fā)觀眾對目的地的興趣和訪問的愿望。甚至有些微電影饋的機會”。A微電影案例櫻為愛情櫻為愛情是由紹興旅游集團拍攝的第一部旅游營銷微電影，該影片由紹興旅游目的地營銷組織運行。它通過社交媒體于2012年3月11日發(fā)布，作為從3月17日至4月17日在紹興舉行的第一個櫻花節(jié)的前奏。櫻為愛情講述了一個年輕人的愛情故事，等待他的女朋友，他由于車禍失去了記憶，通過訪問紹興的櫻花節(jié)回憶他們溫暖的愛。櫻為愛情有兩，每一集持續(xù)15分鐘內。1集的拍攝時間僅3天。櫻為愛情無論是線上還是線下都引起了人們極大的關注。在第一集發(fā)布的一個月內，游客數量已經突破了500000人次。今年五一期間，大量游客參觀櫻為愛情一個主要的拍攝地點沈園，已經達到了11000人次，增幅為百分之6465。圖1優(yōu)酷網上櫻為愛情劇照B紹興古城紹興古城（簡稱SAC）是紹興旅游集團的微博名稱。自2011年五月，紹興古城在新浪微博已發(fā)布超過4000條微博，如紹興橋、紹興主題的食品、紹興老照片、紹興民俗等，。紹興旅游集團利用微博和官方網站為游客提供旅游產品，為游客提供旅游服務。紹興旅游集團下屬的游客中心、旅游網站、酒店和營銷人員創(chuàng)建了微博賬號，在微博中形成了一個紹興營銷集團。如圖2圖2紹興微博營銷集團C數據采集基于對KOZINETS的網絡志方法網站選擇的標準，我們確定了以下要素作為識別合適的數據源的關鍵1）微博成員直接或間接討論櫻為愛情；2）訪問量最高的關于櫻為愛情帖子；3）大量的離散信息發(fā)布者；4）詳細描述豐富的數據；5）由研究問題所需的類型成員之間的相互作用。這些選擇標準的基礎上，紹興古城在新浪微博上致力于營銷櫻為愛情，因此選擇此案例作為數據源，分析社交媒體營銷。由紹興古城發(fā)布的在線微博客和其用戶的反應，作為本研究的數據。2012年6月16日作為截止日期，只有在此日期之前的在線消息或評論被認為是有效的。在這項研究中，使用的是由微博提供的搜索引擎，輸入關鍵詞櫻為愛情并在紹興古城發(fā)布的消息中搜索。以2012年6月16日1030作為截止時間，由紹興古城發(fā)布的70條原始微博已經有1726條轉發(fā)消息，（最早的線程提取日期為2012年3月7日）。這些郵件的每一個記錄，

簡介：12980英文單詞，英文單詞，17萬英文字符，萬英文字符，5200漢字漢字文獻出處文獻出處BERNHARDTJM,MAYSD,HALLAKSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJJOURNALOFSOCIALMARKETING,2012,22130137SOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJMBERNHARDT，DMAYS，AKHALLABSTRACTPURPOSE–THEPURPOSEOFTHISPAPERISTOSEEKTODISCUSSHOWTHENEWMEDIAREVOLUTIONCANIMPROVESOCIALMARKETINGBYBRINGINGTHE“PLACE”O(jiān)NEOFFOURP’SFROMTHEMARKETINGMIXCLOSERTOTHECONSUMERDESIGN/METHODOLOGY/APPROACH–THISPAPERDESCRIBESCURRENTNEWMEDIATRENDSRELATEDTOSOCIALMEDIAANDMOBILECOMMUNICATIONTECHNOLOGIESANDDISCUSSESTHEIMPLICATIONSOFTHESETECHNOLOGIESFORSOCIALMARKETINGBYEXPLORINGEXAMPLESOFTHEIRUSEINCOMMERCIALMARKETING,SOCIALCHANGE,ANDPUBLICHEALTHFINDINGS–THERAPIDGROWTHOFONLINESOCIALNETWORKSANDNEARUBIQUITYOFMOBILEPHONESINMUCHOFTHEWORLDOFFERSSOCIALMARKETERSENORMOUSPOTENTIALFORENGAGINGCONSUMERSINRADICALLYNEWWAYSTHENATUREOFTHESENEWCOMMUNICATIONPLATFORMSDIFFERSFROMTRADITIONALMEDIAINIMPORTANTWAYSTHATCANMAKETHEMMOREEFFECTIVEFORMARKETING,MOSTNOTABLYTHEPOTENTIALFORDEEPERCONSUMERENGAGEMENT,MULTIDIRECTIONALINFORMATIONEXCHANGE,ANDLOCATIONBASEDTRACKINGANDMESSAGINGPRACTICALIMPLICATIONS–THETRENDSDESCRIBEDINTHISPAPERARERAPIDLYANDFUNDAMENTALLYCHANGINGHOWCOMMERCIALMARKETERS,BRANDMANAGERS,ANDCONSUMERRELATIONSHIPMANAGERSENGAGEWITHTHECURRENTANDPROSPECTIVECONSUMERSSOCIALMARKETINGSHOULDLEARNFROMTHESECHANGESANDLEVERAGETHESENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHE“RIGHTPLACEANDRIGHTTIME”THANTHEYEVERCOULDBEFOREORIGINALITY/VALUE–THISPAPEREXPLORESATOPICTHATHASBEENINTRODUCEDATTHEGLOBALNONPROFITANDSOCIALMARKETINGCONFERENCEINDUBLIN,IRELANDINAPRIL2011THEDISCUSSIONSHOULDENCOURAGESOCIALMARKETERSTORECONSIDERTHEROLEOF“PLACE”ANDEXPLOREHOWNEWMEDIACANBRINGPLACECLOSERTOCONSUMERS3WORK,ORSCHOOLS,PRECISELYATTHETIMETHATDECISIONSAREMADEINOTHERWORDS,NEWMEDIACANSHIFT“PLACE”FROMRESTROOMSANDGROCERYSTORES,TOBEINGINPEOPLE’SNATURALSETTINGSBYREACHINGTHEMVIACOMPUTERSORMOBILEPHONESORDEVICESTHATAREACCESSIBLETOTHEMALMOSTANYTIMEANDANYWHERELEFEBVRE,2009THEEMERGENCEOFNEWMEDIAHASLEDTOAPARADIGMSHIFTINMANYCOMPANIES’MARKETINGPRACTICESFROMATRADITIONALBRANDOR“PRODUCTDRIVEN”APPROACHTOACONTEMPORARY“CUSTOMERDRIVEN”MARKETINGMETHODRUSTETAL,2011THISSHIFTISDUEINLARGEPARTTOTHEPERVASIVEUSEOFNEWMEDIAANDTHECAPABILITYOFNEWMEDIATECHNOLOGIESTOPUTCUSTOMERSANDCOMPANIESINCONSTANTCONTACTNEWTECHNOLOGYANDSOCIALMEDIAAREBYNATURECONSUMERDRIVENUNLIKETRADITIONALMEDIA,CONTENTGENERATEDTHROUGHTHESEPLATFORMSISLARGELYCREATED,MAINTAINED,ANDSHAREDBYANDAMONGCONSUMERSANDCOMMUNITIESBERNHARDTETAL,2011THESEWIDESPREAD,ELECTRONIC,MULTIDIRECTIONALINTERACTIONSHAVENOTBEENWITNESSEDPREVIOUSLYANDGIVECONSUMERSTHEABILITYTODIRECTLYCOMMUNICATETHEIRPRODUCTNEEDSANDFEEDBACKTOCOMPANIESTHATAREEAGERTOLISTENMANGOLDANDFAULDS,2009MOREOVER,NEWMEDIAAREOFTENPERCEIVEDBYCONSUMERSASMORETRUSTWORTHYSOURCESOFINFORMATIONFOR“PRODUCTSANDSERVICESTHANCORPORATESPONSOREDCOMMUNICATIONSTRANSMITTEDVIATHETRADITIONALELEMENTSOFTHEPROMOTIONALMIX”FOUX,2006,P389INSHORT,SOCIALMARKETERSCANNOWLEVERAGENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHERIGHTPLACEANDRIGHTTIMETHANEVERBEFORENEWMEDIAWHILEDEFINITIONSOFNEWMEDIAVARY,GENERALLYTHESEINCLUDEELECTRONICCOMMUNICATIONCHANNELSSUCHASSOCIALNETWORKINGWEBSITES,BLOGS,CHATROOMS,DISCUSSIONBOARDS,ANDCUSTOMERSERVICERATINGWEBSITES,ALLOFWHICHCANPROVIDEAMPLEOPPORTUNITIESFORTWOWAYCOMMUNICATIONBETWEENMARKETERSANDCONSUMERSUSEOFNEWCOMMUNICATIONMEDIABYCONSUMERSHASPROLIFERATEDINDEVELOPEDCOUNTRIES,OFFERINGUNPRECEDENTEDOPPORTUNITIESTOEXTENDTHEREACHANDENGAGEMENTOFSOCIALMARKETINGEFFORTSINOTHERPARTSOFTHEWORLD,USEOFCERTAINNEWMEDIASUCHASMOBILEDEVICESISALSOGROWING,PROVIDINGNEWWAYSTOENGAGEWITHCONSUMERSAROUNDSOCIALISSUESINDIVERSECONTEXTSMANYNEWMEDIA,SUCHASCELLPHONESANDMOBILEDEVICES,AREALSOLINKEDTOBOTHGEOGRAPHYANDTIMECOMMUNICATIONTHROUGHTHESEWIRELESSCHANNELSCANBELINKEDTOCONVERSATIONSANDEVENTSOCCURRINGINLIVESOCIALNETWORKSATASPECIFICTIMEANDPLACETHE

簡介：中文中文1430字，字，800單詞，單詞，4600英文字符英文字符出處出處ANTHONEYA,ROYLEJ,JOHNSONIMTHEUKCHILDRENSPUBLISHINGHOUSEADAPTINGTOCHANGEFORTHEMULTIMEDIAMARKETC//ELECTRONICPUBLISHING99,REDEFININGTHEINFORMATIONCHAINNEWWAYSANDVOICES,ICCC/IFIPCONFERENCEHELDATTHEUNIVERSITYOFKARLSKRONA/RONNEBYELPUB1999,KARLSKRONA,SWEDEN,MAY1012,1999PROCEEDINGSDBLP,199926927810THEUKCHILDREN’SPUBLISHINGHOUSEADAPTINGTOCHANGEFORTHEMULTIMEDIAMARKETAANTHONEY，JROYLE，IMJOHNSON54PRODUCTDEVELOPMENTTHERESEARCHHASANALYSEDTHEPRODUCTRANGEANDFOCUSOFSOMECHILDREN’SMULTIMEDIAPUBLISHERSFORALLTHECOMPANIESSTUDIED,ACOMMONTHEMEEXISTS,INTHATTHEIRPRODUCTIONOFMULTIMEDIAHASBEENDEVELOPEDFROMTHEIRTRADITIONALBASEOFMIXEDMEDIAKITSANDPRINTEDMATERIALFORCHILDRENANDTHEYALLSHARESIMILARPRODUCTATTRIBUTES541FOCUSALLTHEPUBLISHERSSTUDIEDDEVELOPARANGEOFPRODUCTSFROMBOOKS,AUDIOVISUALANDSPOKENWORD,THROUGHTOCDROMPUBLISHERS’CONCENTRATIONISCURRENTLYONCDROMPRODUCTION,BUTALLSTATEDTHATTHEYWEREINCREASINGTHEIRFOCUSINONLINEPUBLISHINGINORDERTOCHANGESUCCESSFULLY,THEPUBLISHERSSTUDIEDFELTTHATTHESHIFTINMULTIMEDIAFOCUSHADTOBEGRADUALANDWOULDCHANGEONLYINRESPONSETOASHIFTINTHECONSUMER’STECHNOLOGYBASETHEREFORE,THEINTERNETISCURRENTLYBEINGUSEDPRIMARILYTOCOMPLIMENT,PROMOTEORSELLEXISTINGCDROMSANDBOOKSOUPEDITOR,SHARONCOOPERSTATES,‘ITISBUILDINGONOUREXISTINGSERIES,RESOURCES,ADDINGVALUE,IEPROVIDINGARTWORK,TEACHINGMATERIALS,QUESTION/ANSWERSHEETS,ACTIVITYSHEETSTHATTEACHERSCANPRINTOUT’COOPER,1999THEVOLATILITYOFTHEMULTIMEDIAMARKETMEANSTHATTHETHREATOFNEWORSUBSTITUTEPRODUCTSSUCHASTHEDIGITALVERSATILEDISCDVD,ONLINEANDDIGITALTELEVISION,ISACONSTANTISSUEFORCHILDREN’SPUBLISHERSTHEPOWEROFTHESOFTWAREMANUFACTURERHASPREVIOUSLYCAUSEDPROBLEMATICSITUATIONS,ANDINDEEDLOSSESFORPUBLISHERSSUCHASOUPANDBBCINTHEMULTIMEDIAMARKETDUETOTHENATUREOFTHEMARKET,MANYMANUFACTURERSINTHE1990SHAVESTOPPEDTRADING,CHANGEDOWNERSHIP,ORMERGEDWITHOTHERCOMPANIESTHESEPROBLEMSHAVEBEENOVERCOMEBYPUBLISHERSDEVELOPINGRELATIONSHIPSWITHESTABLISHEDMANUFACTURERSORBYAPPROACHINGMANUFACTURERSRECOMMENDEDBYARELIABLESOURCELARGEPUBLISHERSWITHMULTIMEDIAOPERATIONSARETAKINGADVANTAGEOFTHEIRASSETSANDRESOURCESANDAREDEVELOPINGANDPRODUCINGDIGITALPRODUCTSALREADYBBCMULTIMEDIAISTHEONLYPUBLISHERINTHESTUDYWHOISDEVELOPINGTHEIRDIGITALASSETS,NOTINGTHATADIGITALTHECOSTOFINVESTMENTINMULTIMEDIAISMUCHHIGHERTHANPRINT,THEREFOREPUBLISHERSAREFINDINGTHATTHEYMUSTINCREASETHEIRINTERNATIONALMARKETFOCUS,INORDERTOGAINAGREATERRETURNONTHEIRINVESTMENTPUBLISHERSINTHECHILDREN’SMULTIMEDIAMARKETARECREATINGNEWVALUEANDREVENUEBYLICENSINGCONTENT,SELLINGRIGHTSTOOTHERPUBLISHERS,EXPLOITINGTHEIRRIGHTSHOLDINGSTOHARDWARECOMPANIESANDTOYCOMPANIESINTHEUKANDAREDEALINGINCREASINGLYWITHINTERNATIONALRIGHTSSALES英國兒童出版社英國兒童出版社嘗試向多媒體市場轉型嘗試向多媒體市場轉型54產品研發(fā)產品研發(fā)這篇調查分析了產品并重點闡述了幾家兒童多媒體出版商。這些公司的研究工作都有一個常見主題，從他們的傳統(tǒng)媒體工具和兒童印刷材料中開發(fā)出多媒體產品，他們有著相似的產品屬性。541聚焦聚焦出版商們通過書本、視聽、口頭語言研究開發(fā)了一系列產品，刻錄只讀光盤。目前出版商都將重點放在只讀光盤產品上，不過他們都表示會越來越關注網絡出版。為了成功轉型,出版商都認為多媒體的轉變必須是漸進的,必須順應消費者需求的變化。因此,目前主要通過互聯(lián)網來推廣公司現(xiàn)有的只讀光盤和書籍。牛津大學出版社編輯的SHARONCOOPER強調,它基于我們目前現(xiàn)有的系列和資源，例如，提供教師們可以打印出來的插圖、教材、答題表、活動表等等。多媒體市場的波動，意味著新型產品或者像數字多功能光盤和網絡數字電視這樣的替代產品的威脅,是兒童出版商將一直面臨的一個問題。包括牛津大學出版社和英國廣播公司在內的的多媒體出版商此前曾遇到一系列棘手的問題。由于市場的性質，在九十年代有很多生廠商停止交易，改變所有權，或者與其它公司合并。通過與建設性企業(yè)和由可靠來源推薦的接近制造商建立合作關系，出版商解決了一些問題。英國廣播公司多媒體出版商是唯一一家研究和開發(fā)數字資產的出版商，他們的數字模式使得他們可以向兩個方向延伸一個源于電視行業(yè)，一個走向電視行業(yè)。他們也強調在產品中融入更多元素的重要性，“如果以前關注的是線下的活動，那么現(xiàn)在應該把重點放在線上活動的運轉上。”LEE,1999規(guī)模較小的傳統(tǒng)兒童出版商還在等待時機做DVD產品，盡管他們目前已經在尋找機會和制定策略（吸取只讀光盤發(fā)展的教訓）。542優(yōu)點優(yōu)點出版商正在專注于他們產品價值的最大化。多媒體市場的經驗已經使出版商們意識到研發(fā)具有獨特性功能產品的重要性?！安灰竿愕臅充N書會成為暢銷的只讀光盤?！保↙EE,1999）兒童多媒體產品有一些共同的特點，例如成為系列出版物的一部分、打造品牌、有名氣的作家和插圖畫家、新穎的內容、品格培養(yǎng)的潛能，硬件兼容性和實際可用性等等。國內消費市場的兒童多媒體產品也常有視野開闊、與活動實踐

簡介：JOURNALOFSOCIALMARKETINGSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJAYMBERNHARDT,DARRENMAYS,AMANDAKHALL,ARTICLEINFORMATIONTOCITETHISDOCUMENTJAYMBERNHARDT,DARRENMAYS,AMANDAKHALL,2012“SOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIA“,JOURNALOFSOCIALMARKETING,VOL2ISSUE2,PP130137,HTTPS//DOIORG/101108/20426761211243964PERMANENTLINKTOTHISDOCUMENTHTTPS//DOIORG/101108/20426761211243964DOWNLOADEDON21JUNE2017,AT0258PTREFERENCESTHISDOCUMENTCONTAINSREFERENCESTO41OTHERDOCUMENTSTOCOPYTHISDOCUMENTPERMISSIONSEMERALDINSIGHTCOMTHEFULLTEXTOFTHISDOCUMENTHASBEENDOWNLOADED6550TIMESSINCE2012USERSWHODOWNLOADEDTHISARTICLEALSODOWNLOADED2013,“MARKETINGVIASOCIALMEDIAACASESTUDY“,LIBRARYHITECH,VOL31ISS3PP455466HTTPS//DOIORG/101108/LHT12201201412012,“ARESOCIALMEDIAREPLACINGTRADITIONALMEDIAINTERMSOFBRANDEQUITYCREATION“,MANAGEMENTRESEARCHREVIEW,VOL35ISS9PP770790HTTPS//DOIORG/101108/01409171211255948ACCESSTOTHISDOCUMENTWASGRANTEDTHROUGHANEMERALDSUBSCRIPTIONPROVIDEDBYEMERALDSRM401304FORAUTHORSIFYOUWOULDLIKETOWRITEFORTHIS,ORANYOTHEREMERALDPUBLICATION,THENPLEASEUSEOUREMERALDFORAUTHORSSERVICEINFORMATIONABOUTHOWTOCHOOSEWHICHPUBLICATIONTOWRITEFORANDSUBMISSIONGUIDELINESAREAVAILABLEFORALLPLEASEVISITWWWEMERALDINSIGHTCOM/AUTHORSFORMOREINFORMATIONABOUTEMERALDWWWEMERALDINSIGHTCOMEMERALDISAGLOBALPUBLISHERLINKINGRESEARCHANDPRACTICETOTHEBENEFITOFSOCIETYTHECOMPANYMANAGESAPORTFOLIOOFMORETHAN290JOURNALSANDOVER2,350BOOKSANDBOOKSERIESVOLUMES,ASWELLASPROVIDINGANEXTENSIVERANGEOFONLINEPRODUCTSANDADDITIONALCUSTOMERRESOURCESANDSERVICESEMERALDISBOTHCOUNTER4ANDTRANSFERCOMPLIANTTHEORGANIZATIONISAPARTNEROFTHECOMMITTEEONPUBLICATIONETHICSCOPEANDALSOWORKSWITHPORTICOANDTHELOCKSSINITIATIVEFORDIGITALARCHIVEPRESERVATIONDOWNLOADEDBYAUSTRALIANCATHOLICUNIVERSITYAT025821JUNE2017PTSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJAYMBERNHARDTDEPARTMENTOFHEALTHEDUCATIONANDBEHAVIOR,UNIVERSITYOFFLORIDA,GAINESVILLE,FLORIDA,USADARRENMAYSDEPARTMENTOFONCOLOGY,GEORGETOWNUNIVERSITYMEDICALCENTER,WASHINGTON,DISTRICTOFCOLUMBIA,USA,ANDAMANDAKHALLDEPARTMENTOFHEALTHEDUCATIONANDBEHAVIOR,UNIVERSITYOFFLORIDA,GAINESVILLE,FLORIDA,USAABSTRACTPURPOSE–THEPURPOSEOFTHISPAPERISTOSEEKTODISCUSSHOWTHENEWMEDIAREVOLUTIONCANIMPROVESOCIALMARKETINGBYBRINGINGTHE“PLACE”O(jiān)NEOFFOURP’SFROMTHEMARKETINGMIXCLOSERTOTHECONSUMERDESIGN/METHODOLOGY/APPROACH–THISPAPERDESCRIBESCURRENTNEWMEDIATRENDSRELATEDTOSOCIALMEDIAANDMOBILECOMMUNICATIONTECHNOLOGIESANDDISCUSSESTHEIMPLICATIONSOFTHESETECHNOLOGIESFORSOCIALMARKETINGBYEXPLORINGEXAMPLESOFTHEIRUSEINCOMMERCIALMARKETING,SOCIALCHANGE,ANDPUBLICHEALTHFINDINGS–THERAPIDGROWTHOFONLINESOCIALNETWORKSANDNEARUBIQUITYOFMOBILEPHONESINMUCHOFTHEWORLDOFFERSSOCIALMARKETERSENORMOUSPOTENTIALFORENGAGINGCONSUMERSINRADICALLYNEWWAYSTHENATUREOFTHESENEWCOMMUNICATIONPLATFORMSDIFFERSFROMTRADITIONALMEDIAINIMPORTANTWAYSTHATCANMAKETHEMMOREEFFECTIVEFORMARKETING,MOSTNOTABLYTHEPOTENTIALFORDEEPERCONSUMERENGAGEMENT,MULTIDIRECTIONALINFORMATIONEXCHANGE,ANDLOCATIONBASEDTRACKINGANDMESSAGINGPRACTICALIMPLICATIONS–THETRENDSDESCRIBEDINTHISPAPERARERAPIDLYANDFUNDAMENTALLYCHANGINGHOWCOMMERCIALMARKETERS,BRANDMANAGERS,ANDCONSUMERRELATIONSHIPMANAGERSENGAGEWITHTHECURRENTANDPROSPECTIVECONSUMERSSOCIALMARKETINGSHOULDLEARNFROMTHESECHANGESANDLEVERAGETHESENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHE“RIGHTPLACEANDRIGHTTIME”THANTHEYEVERCOULDBEFOREORIGINALITY/VALUE–THISPAPEREXPLORESATOPICTHATHASBEENINTRODUCEDATTHEGLOBALNONPROFITANDSOCIALMARKETINGCONFERENCEINDUBLIN,IRELANDINAPRIL2011THEDISCUSSIONSHOULDENCOURAGESOCIALMARKETERSTORECONSIDERTHEROLEOF“PLACE”ANDEXPLOREHOWNEWMEDIACANBRINGPLACECLOSERTOCONSUMERSKEYWORDSSOCIALMARKETING,NEWMEDIA,SOCIALMEDIA,MOBILEPHONES,4P’S,MOBILECOMMUNICATIONSYSTEMSPAPERTYPEVIEWPOINTTHETWOMOSTIMPORTANTREQUIREMENTSFORSUCCESSAREFIRST,BEINGATTHERIGHTPLACEATTHERIGHTTIME,ANDSECOND,DOINGSOMETHINGABOUTITRAYKROC,MCDONALDSFOUNDER,19041984THEMARKETINGMIXORFOURP’SISTHECENTRALCONSTRUCTTOPLANNINGANDIMPLEMENTINGSOCIALMARKETINGPROGRAMSDESIGNEDTOENCOURAGEBEHAVIORCHANGEGRIERANDBRYANT,2005ALTHOUGHPRICE,PRODUCT,ANDPROMOTIONSTRATEGIESAREUSUALLYCENTRALELEMENTSTHECURRENTISSUEANDFULLTEXTARCHIVEOFTHISJOURNALISAVAILABLEATWWWEMERALDINSIGHTCOM/20426763HTMJSOCM2,2130RECEIVED16SEPTEMBER2011ACCEPTED10FEBRUARY2012JOURNALOFSOCIALMARKETINGVOL2NO2,2012PP130137QEMERALDGROUPPUBLISHINGLIMITED20426763DOI101108/20426761211243964DOWNLOADEDBYAUSTRALIANCATHOLICUNIVERSITYAT025821JUNE2017PT

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簡介：THETHIRDCONFERENCEONELECTRONICPUBLISHINGICCC/IFIP10MAY1999THEMEREDEFININGTHEINFORMATIONCHAINNEWWAYSANDVOICESELECTRONICLIBRARY,184,2000,269278ISSN02640473ONLINEHTTP//WWWEMERALDINSIGHTCOM/INSIGHT/VIEWPDFJSPFILENAMEHTML/OUTPUT/PUBLISHED/EMERALDFULLTEXTARTICLE/PDF/2630180404PDFACCESSED26JUNE2008THEUKCHILDREN’SPUBLISHINGHOUSEADAPTINGTOCHANGEFORTHEMULTIMEDIAMARKETAPAPERONAPHDRESEARCHPROJECTINPROGRESSFUNDEDBYTHEBRITISHACADEMYAUDREYANTHONEY,JOROYLEANDIANJOHNSONAANTHONEYRGUACUKSCHOOLOFINFORMATIONANDMEDIA,THEROBERTGORDONUNIVERSITY,GARTHDEEROAD,ABERDEENABSTRACTTHERESEARCHPROJECTCURRENTLYINPROGRESSAIMSTODEVELOPACOMPREHENSIVEUNDERSTANDINGOFTHECHILDREN’SMULTIMEDIAPUBLISHINGINDUSTRYINTHEUKANDTHECHALLENGESOFADAPTINGTOCHANGEFORPUBLISHERSWHOHAVEENTEREDTHEMULTIMEDIAMARKETINTHE1980SAND90STHEPRELIMINARYFINDINGSOFRESEARCHWHICHINCLUDESAQUESTIONNAIREANDSEVERALCASESTUDYINTERVIEWSONUKPUBLISHERSPRODUCINGMULTIMEDIAFORCHILDRENAREDESCRIBEDTHESEPOINTEDTOANUMBEROFFACTORSWHICHAPPEARTOBECRITICALTOTHESUCCESSOFPUBLISHERSENTERINGTHEMARKET?MODIFICATIONOFCORPORATECULTURE,INTERNALSTRUCTURESANDPROCESSES?BRANDINGOFTHECOMPANY’SCHOSENMULTIMEDIAIDENTITY?FOCUSINGONTHEADDEDVALUEELEMENTOFMULTIMEDIAPRODUCTS?PROMOTIONOFORGANISATIONALLEARNING,INNOVATIONANDCREATIVITYWITHINTHECOMPANY?SOURCINGNECESSARYSKILLSEFFECTIVELY1INTRODUCTIONTHEPAPERFIRSTLYINTRODUCESHOWMULTIMEDIAPUBLISHINGFORCHILDRENINTHEUKHASDEVELOPEDSINCEPUBLISHERSENTEREDTHEMARKETINTHE1980SAND90STHENEEDFORABUSINESSMODELTOAIDPUBLISHERSADAPTINGTOCHANGEFORTHECHILDREN’SMULTIMEDIAMARKETISALSOHIGHLIGHTEDABRIEFOVERVIEWOFTHEPROJECT’SAIMSANDMETHODSISPROVIDEDANDFOLLOWEDBYTHEPRELIMINARYFINDINGSOFTHEPROJECTFACTORSWHICHAPPEARTOBECRITICALTOTHESUCCESSOFPUBLISHERSEMERGEDFROMTHEPROJECT’SQUESTIONNAIRE,INTERVIEWANDLITERATUREFINDINGS,ANDHAVEBEENANALYSEDANDPRESENTEDWITHINTHECATEGORIESOFCULTURALCHANGE,BRANDING,MARKETSTRATEGY,PRODUCTDEVELOPMENT,COMPANYSTRUCTURE,TRAININGANDSKILLSFINALLY,STRATEGICRECOMMENDATIONSFORPUBLISHERSADAPTINGTOTHEMARKETAREOUTLINED1RESEARCHERSALIKEARETOUNDERSTANDANDEVALUATETHEPROCESSOFCHANGEINTHESECTORANDITSECONOMICVALUEINTHEUKECONOMY32NEEDFORABUSINESSMODELATTHELONDONINTERNATIONALBOOKFAIR’SDIGITALMEDIASHOWCASEIN1998,PUBLISHERSWEREADVISEDTOENGAGEINCHANGEIMMEDIATELY‘THOSEWHOOCCUPYTHEPLACEOFCONFLICTEARLY,CANFACETHEIROPPONENTSINCOMFORT’YIP,1998COMPANIESTAKINGTHISSTRATEGICSTANCEINCLUDEBBCMULTIMEDIA,OUPANDLONGMANLOGOTRON,ANDTHEIRBUSINESSPROCESSESHAVEFORMEDAFOCUSFORTHISRESEARCHSCOTTMORTONDISCUSSESTHEDEVELOPMENTOFPUBLISHINGCOMPANIESINTHISCHANGINGINDUSTRYANDSUGGESTSTHAT‘WHATISREQUIREDISNOTSOMUCHAQUESTIONOFTECHNOLOGY,ASOFCHANGEMANAGEMENTANDORGANISATIONALISSUES’SCOTTMORTON,1991THISRESEARCHRECOGNISESTHATCHILDREN’SPUBLISHERS’BUSINESSMODELSMUSTBEREENGINEEREDTOACHIEVEEFFECTIVEBUSINESSPRACTICEWITHINTHEMULTIMEDIAMARKETOTHERMODELSHAVEBEENCREATEDINRESPONSETOTHECONTINUOUSDEVELOPMENTSINTHEINFORMATIONINDUSTRYTHEDESIGNOFMODELSSCHOLZ,1987MAHMOOD,1991WHICHWEREDEVELOPEDTOAIDCOMPANIESADAPTINGTOCHANGEINNEWTECHNOLOGIESHAVEBEENSTUDIEDTECHNOLOGYSTRATEGYSURVEYSHAVEALSOBEENUNDERTAKENASANAIDTOCHANGESINTHEPUBLISHINGINDUSTRYEVANS,1996HOWEVER,RESEARCHINTOSTRATEGIESANDCHANGEPROCESSESSPECIFICTOCHILDREN’SPUBLISHINGHASNOTBEENCARRIEDOUTTHISRESEARCHFOCUSESSPECIFICALLYONTHECREATIONOFAMODELFORPUBLISHINGCOMPANIESPRODUCINGFORTHECHILDREN’SMULTIMEDIAMARKETITSAIMISTOIDENTIFYKEYVARIABLES,ESPECIALLYTHOSEDRIVENBYIT,ESSENTIALFORTHAT‘STRATEGICFIT’WHENCOMPANIESSUCCESSFULLYADAPTTOCHANGEINTHEPUBLISHINGMARKETCRONINHASLOOKEDATCOMPANIES’STRATEGIESFORGAININGCOMPETITIVESUCCESSANDFEELS‘UNLESSFRESHOPPORTUNITIESCANBEIDENTIFIED,ACOMPANY’SCOMPETITIVEEDGEMAYBEBLUNTED’CRONIN,1988THEROLEOFINFORMATIONTECHNOLOGYINCONFERRINGCOMPETITIVEADVANTAGEHASALSOBEENANALYSEDBYPORTER,WHOHASRESEARCHEDVALUESWITHINSTRATEGICUNITSINORGANISATIONSWHICHHEBELIEVESLEADTOCOMPETITIVESUCCESSPORTER’SAPPROACHTOCOMPETITIVEADVANTAGEANDPROCESSMANAGEMENTHASBEENADAPTEDANDAPPLIEDINTHISRESEARCH,INPARTICULAR,TOASTUDYOFTHEINTERNALADAPTIVEPROCESSESOFCHILDREN’SMULTIMEDIAPUBLISHINGCOMPANIESANDTHEIMPACTOFEXTERNALFORCESONTHESEORGANISATIONSPORTER,19854AIMSANDMETHODSTHEPROJECT,TODATE,HASAIMEDTOSURVEYANDEVALUATETHEPUBLISHINGACTIVITYANDPOSITIONOFASELECTIONOFPUBLISHINGCOMPANIESINTHEUKWHICHAREPRODUCINGMULTIMEDIAPRODUCTSINTANDEMWITHTHEIRTRADITIONALOUTPUTFORCHILDRENTHISWASCARRIEDOUTBYMEANSOFAQUESTIONNAIRESURVEYWHICHWASDESIGNEDANDSENTTO50UKPUBLISHERSTHERESULTSOFTHEQUESTIONNAIREWEREUSEDASBACKGROUNDINFORMATIONFORINTERVIEWSTHESEMISTRUCTUREDINTERVIEWSWHICHFOLLOWEDWERECONDUCTEDWITHUKPUBLISHERS,RANGINGFROMLARGECONGLOMERATESWITHBROADCASTINGOPERATIONSSUPPORTINGTHEIRTRADITIONALOUTPUT,TOTHEMORECONVENTIONALPRINTPUBLISHINGDEPARTMENT,ALSOPRODUCINGMULTIMEDIAPRODUCTSINTANDEMWITHTHEIRTRADITIONALOUTPUTFORCHILDRENTHEINTERVIEWRESPONSEHASPROVIDEDANANALYSISOFINTERNALANDEXTERNAL3

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簡介：MICROFILMMARKETINGOFCHINESETOURISMDESTINATIONSVIASOCIALMEDIATHECASEOFSHAOXINGJUNSHAO,XIONGLISCHOOLOFLANDSCAPEARCHITECTUREBEIJINGFORESTRYUNIVERSITYBEIJING,CHINANINASHAOJUNGMAILCOMBEARLIXIONGSINACOMZHAOLICOLLAGEOFURBANANDENVIRONMENTALSCIENCESPEKINGUNIVERSITYBEIJING,CHINAZHAOLIPKUEDUCNABSTRACTMARKETINGDESTINATIONSBYMICROFILMSVIASOCIALMEDIAISBECOMINGPOPULARSIGNIFICANTLYFORCHINESETOURISMDESTINATIONSLITTLEISKNOWNABOUTTHISPHENOMENONFROMLITERATUREREVIEWUSINGANETNOGRAPHICCASESTUDYONMICROFILMMARKETINGACTIVITIESBYSHAOXING,THISARTICLEREVEALSTHESUCCESSFACTORSOFMICROFILMMARKETINGFORDESTINATIONSRESULTOFTHESTUDYSHOWSTHATDURINGTHEDIFFUSIONPROCESSOFAMICROFILMTHEDESTINATIONMARKETERSMADECONTINUOUSANDACTIVEENGAGEMENTWITHFOLLOWERS,ANDMARKETINGEFFORTSBOTHONLINEANDOFFLINEWASWELLPLANNEDANDINTEGRATEDWITHEACHOTHERITALSOSHOWSTHATATTRACTIONSWITHOUTUNIQUENESSCOULDIMPRESSAUDIENCEBYBEINGEMBODIEDINAROMANTICTHEMEFINALLYSUGGESTIONSANDIMPLICATIONSFORDESTINATIONSWEREGIVENKEYWORDSMICROFILMMARKETINGSOCIALMEDIADESTINATIONMARKETINGIINTRODUCTIONFROM2011,ESPECIALLYAFTERTHEBEGINNINGOF2012,MICROFILMMARKETINGVIASOCIALMEDIAHASBECOMEAVERYPOPULARNEWPROMOTIONAPPROACHAMONGCHINESETOURISMDESTINATIONSMICROFILMSRELEASEDBYDESTINATIONMARKETINGORGANIZATIONSDMOSGAINEDSIGNIFICANTLYHIGHHITSTHISPHENOMENONHASAROUSEDGREATCONCERNFROMCHINESETOURISMINDUSTRYMANYDMOSGATHEREDTODISCUSSTHEBUSINESSMODELOFMICROFILMMARKETINGHOWEVER,LITTLEISKNOWNABOUTTHISPHENOMENONFROMTHEPREVIOUSLITERATURETHISPAPEREXPLORESTHEPHENOMENONOFMICROFILMMARKETINGVIASOCIALMEDIASPECIFICALLY,THERESEARCHAIMSATINVESTIGATINGTHECASEOFSHAOXINGANCIENTCITYWHICHISTHEFIRSTCITYLEVELDESTINATIONUSINGMICROFILMMARKETINGINCHINAANDHASEVOKEDGREATCONCERNSBOTHONLINEANDOFFLINETHECONTRIBUTIONOFTHISRESEARCHLIESINREVEALINGTHESUCCESSFACTORSOFMICROFILMSMARKETINGWHICHHASNOTBEENEXPLOREDINPREVIOUSLITERATUREANDCANBEUSEDBYDESTINATIONMARKETERSIIBACKGROUNDASOCIALMEDIAINCHINAUPTOTHEENDOFDECEMBER,2011,THEAMOUNTOFCHINESEINTERNETUSERSHASREACHED513MILLIONCHINAHASOVER460MILLIONSOCIALMEDIAUSERSSOCIALMEDIAINCLUDINGBLOGSANDMICROBLOGSAREINCREASINGLYPOPULARBECAUSETHEIRINSTANTREPRESENTATIONSTYLEISINLINEWITHCHINESEPEOPLE’SMODERNLIFEPACESINAMICROBLOGWEIBOCOM,WEIBOINSHORTHADOVER140MILLIONUSERSUPTOMARCH2011ITOCCUPIED57OFTHEMARKETSHAREAND87OFMICROBLOGACTIVITYINCHINA1ACCORDINGTOHITWISE2,ACOMPANYMONITORINGINTERNETTRAFFIC,CHINAWASTHEMOSTACTIVEMICROBLOGMARKETINTHEWORLDTHISAPRIL,ANDTHEMICROBLOGISTHETOPCHOICEOFSOCIALNETWORKUSERSINCHINAINCHINA,THEREISONECLICKONLINEACCESSINGAWEIBOPER158CLICKS,WHICHISHIGHERTHANTHERATESFORTWITTERINTHEUK,USA,FRANCE,CANADA,AUSTRALIAANDINDIACOMPARINGTOTRADITIONALCHANNELSSUCHASTVANDMAGAZINES,SOCIALMEDIA,ESPECIALLYWEIBO,CANSPREADAMESSAGEORVIDEOVERYQUICKLYANDBROADLYVIDEOSARETHEMAJORINTERESTSOFCHINESESOCIALMEDIAUSERSWHOUSINGMICROBLOGSINADDITIONTOPHOTOSANDNEWS3ACCORDINGTOTHEBLUEPAPEROFCHINAONLINEVIDEOSANNOUNCEDBYDATACENTEROFTHECHINAINTERNET,VIDEOTERMINALSHAVEEXTENDEDFROMCOMPUTERSANDTVSTOSMARTPHONESANDTABLETCOMPUTERS4UPTOQUARTER1OF2012,CHINAHAS252MILLIONSMARTPHONEUSERSABOUT92OFTHEMVISITSOCIALNETWORKWEBSITESAND85WATCHONLINEVIDEOSUSINGTHEIRSMARTPHONES5ASSUCH,THEAMOUNTOFMICROFILMAUDIENCEISQUITEMUCHBMICROFILMMARKETINGOFCHINADESTINATIONSSEEINGANDRECOGNIZINGTHEEFFECTOFMANYSUCCESSFULMICROFILMMARKETINGCAMPAIGNSINITIATEDLASTYEAR,ESPECIALLYTWELVECONSTELLATIONBYTHEORANGEHOTEL,DMOSSUCHASSICHUANTOURISMBUREAU,SHAOXINGTOURISMGROUP,HANGZHOUTOURISMBUREAUANDNANJINGTOURISMANDLANDSCAPEBUREAUPRODUCEDANDRELEASEDTHEIROWNMICROFILMSSUCCESSIVELYDURINGTHEFIRSTHALFYEAROF2012FORINSTANCE,THEEPISODE4OFTHEMICROFILMENTITLEDLOVE,INSICHUAN?,???INCHINESEHASBEENPLAYEDOVER800,000TIMESONLINEWITHINONEMONTHAFTERITSRELEASEASEXPECTED,MANYOFTHEMEVOKEDTHEAUDIENCE’SINTERESTOFTHEDESTINATIONSANDDESIRETOVISITTHEMEVENSOMEOFTHEMSTIRREDUPTHETOURISMBOOMATTHEDESTINATIONS,EG,THENUMBEROFTOURISTSVISITEDSHAOXINGANCIENTCITYINCREASEDDRAMATICALLYDURINGTHISAPRILANDTHISNATIONALKEYTECHNOLOGIESRBEIJINGFORESTRYUNIVERSITYYOUNGSCIENTISTFUNDGRANTNOBLX20110152012IEEE14THINTERNATIONALCONFERENCEONCOMMERCEANDENTERPRISECOMPUTING9780769548579/122600?2012IEEEDOI101109/CEC2012361592012IEEE14THINTERNATIONALCONFERENCEONCOMMERCEANDENTERPRISECOMPUTING9780769548579/122600?2012IEEEDOI101109/CEC201236159FIGURE1YWAQONYOUKUCOMBSHAOXINGANCIENTCITYSHAOXINGANCIENTCITY????INCHINESE,SACISTHEWEIBONAMEOFSHAOXINGTOURISMGROUPSACHASPOSTEDOVER4,000MICROBLOGS,WITHTHEMESSUCHASSHAOXINGBRIDGES,SHAOXINGFOOD,SHAOXINGOLDPHOTOS,SHAOXINGFOLKLORESANDSOON,ATSINAWEIBOSINCEMAY2011SHAOXINGTOURISMGROUPUSESWEIBOANDITSOFFICIALWEBSITESTOINTRODUCETOURISMPRODUCTSANDPROVIDETOURISMSERVICEFORTOURISTSINADDITIONTODEALWITHCOMPLAINSFROMTOURISTSTHEVISITORCENTER,TOURISTSITES,HOTELSANDMARKETINGSTAFFSSUBORDINATETOSHAOXINGTOURISMGROUPCREATEDWEIBOACCOUNTS,FORMINGASHAOXINGMARKETINGGROUPATWEIBOSEEFIG2FIGURE2SHANGXINGWEIBOMARKETINGGROUPCDATACOLLECTIONBASEDONKOZINETS’CRITERIAFORWEBSITESELECTIONOFNETNOGRAPHICMETHOD35,WEIDENTIFIEDTHEFOLLOWINGELEMENTSASCRITICALFORIDENTIFYINGSUITABLEDATASOURCES1MICROBLOGMEMBERSDISCUSSDIRECTLYORINDIRECTLYRELATEDTOYWAQ2HIGHEST“TRAFFIC”O(jiān)FPOSTINGSRELATEDTOYWAQ3LARGENUMBERSOFDISCRETEMESSAGEPOSTERS4DETAILEDORDESCRIPTIVELYRICHDATA5BETWEENMEMBERINTERACTIONSOFTHETYPEREQUIREDBYTHERESEARCHQUESTIONSBASEDONTHESESELECTIONCRITERIA,SACATSINAWEIBODEDICATEDTOMARKETINGYWAQWASSELECTEDASTHEDATASOURCETOANALYZETHESOCIALMEDIAMARKETINGINTHISSTUDYTHEONLINEMICROBLOGSPOSTEDBYSACANDTHERESPONSESOFITSFOLLOWERSSERVEDASTHEDATAFORTHISSTUDYJUNE16,2012SERVEDASTHECUTOFFDATE,ANDONLYONLINEMESSAGESORCOMMENTSPOSTEDBEFORETHISDATEWERECONSIDEREDFORTHISRESEARCH,THESEARCHENGINEPROVIDEDBYTHEWEIBOWASUSED,INPUTTINGTHEKEYWORDYWAQANDSEARCHINGWITHINMESSAGESPOSTEDBYSACUSING1030AMONJUNE16,2012ASTHECUTOFFTIME,1,726FORWARDINGMESSAGESFOLLOWING70ORIGINALMICROBLOGSPOSTEDBYSACWITHTHEEARLIESTTHREADDATEDMARCH7,2012WEREEXTRACTEDEACHRECORDOFTHESEMESSAGES,WHICHINCLUDESTHEPOSTING/FORWARDINGTIME,THEAUTHORSACORITSFOLLOWERSANDTHECONTENT,WASSAVEDINMICROSOFTEXCELFORFURTHERANALYSISSPECIALLY,ALLTHECONTENTOFTHESERECORDSWASMERGEDINTOONEFILEANDSAVEDASAPLAINTEXTFILENAMEDYWAQTXTMEDIAREPORTSRELATEDTOYWAQWERECOLLECTEDINORDERTOANALYZEOFFLINEMARKETINGACTIVITIESOFSHAOXINGWHENWEINSCRIBEDREGARDINGOUROBSERVATIONSOFSAC,ITSFOLLOWERS,INTERACTIONSANDMEANINGSASNETNOGRAPHYISBASEDONGROUNDEDTHEORY38,DATACOLLECTIONOFTHISRESEARCHCONTINUEDASLONGASNEWINSIGHTSONIMPORTANTTOPICALAREASRELATEDTOYWAQWERESTILLBEINGGENERATEDDDATAANALYSISTOANALYZETHEDIFFUSIONTRACESOFTHEORIGINALYWAQRELEASEMESSAGEPOSTEDBYSAC,PKUVIS1,VISUALWEIBOANALYSISSOFTWARE,WASUSEDPKUVISWASDEVELOPEDBYPKUVISUALIZATIONANDVISUALANALYTICSGROUP2,SCHOOLOFELECTRONICSENGINEERINGANDCOMPUTERSCIENCE,PEKINGUNIVERSITYITCANVISUALIZETHEDIFFUSIONPROCESSOFASINGLEMESSAGEPUBLISHEDATWEIBOBYSHOWINGACIRCULARDIAGRAMWITHTHECENTERNODEREFERRINGTOTHEORIGINALMESSAGEANDALINELINKINGTWOADJACENTNODESREPRESENTINGAFORWARDINGACTIONWEUSEDTHEURLADDRESSOFTHEMESSAGE3ANNOUNCINGTHERELEASEOFYWAQPOSTEDBYSACVIAWEIBOASTHEINPUTOFPKUVISTHENACIRCULARDIAGRAMSHOWINGTHEDIFFUSIONTRACESOFTHISMESSAGESEEFIG3WASGOTAFTERPKUVISANALYZINGONALLTHEFORWARDINGACTIONSFOLLOWINGTHEURLADDRESSOFTHEORIGINALMESSAGETHENUMBERSANDTHEDATESOFALLMESSAGESFORWARDEDRELATEDTOYWAQPOSTEDBYSACWASCALCULATEDBYMICROSOFTEXCELSEEFIG4ANDFIG5ROSTCM4,CONTENTANALYSISSOFTWAREONCHINESETEXTS,WASAPPLIEDTOEXPLORETHEKEYWORDSFREQUENCIESOFONLINECONVERSATIONSAMONGSACANDITSFOLLOWERSROSTCMWASDEVELOPEDBYROSTTEAMLEDBYPROFESSORYANGSHENATSCHOOLOFINFORMATIONMANAGEMENTANDCOMPUTERSCHOOLOFWUHANUNIVERSITYUSINGYWAQTXTASTHEINPUTFILE,ROSTCMANALYZEDTHECONTENTOFTHEPLAINTEXTFILEANDSHOWEDADIAGRAMOFKEYWORDTAGCLOUDSSEEFIG13ASWELLASAKEYWORDFREQUENCYFILESEETAB1BOTHDATAANALYSISANDDATAINTERPRETATIONWEREINVOLVEDINTHECODINGOFTHEPOSTINGS3539INORDERTOINVESTIGATETHEDIFFUSIONPROCESSOFYWAQANDPRODUCTPLACEMENTOFSHAOXINGINYWAQ,THEMATICANALYSIS40414243WASAPPLIEDTOTHECONTENTANALYSISOFCOMMENTSTHEMATICANALYSISISTHEPROCESSOFCOLLECTING,ANALYZINGANDCODINGINFORMATIONINTOEMERGENTTHEMES444546THEMATICANALYSISISRELATIVELYFLEXIBLECOMPAREDTOOTHERQUALITATIVEMETHODOLOGIES,ASITCANBEUSEDBOTHASANINDUCTIVEAPPROACHANDATHEORETICALORDEDUCTIVEAPPROACH4748THERESEARCH1HTTP//VISPKUEDUCN/WEIBOVA/WEIBOEVENTS/2HTTP//VISPKUEDUCN/WIKI/3HTTP//WEIBOCOM/1921839742/Y9MGITX19TYPEREPOST4HTTP//HIBAIDUCOM/ROSTCM161161

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