2012年--外文翻譯--社交媒體成功因素的認(rèn)定--市場(chǎng)營(yíng)銷(xiāo)角度（節(jié)選）

1、<p>　　中文3430字，2020單詞，10700字符</p><p>　　出處：International Business and Management Vol. 4, No. 2, 2012, pp. 58-66</p><p>　　Identify the Success Factors of Social Media</p><p>　　(Ma

2、rketing Perspective)</p><p>　　Mahmoud Mohammadian;Marjan Mohammadreza</p><p><b>　　ABSTRACT </b></p><p>　　The social media of an organization helps marketing managers est

3、ablish a long lasting relationship and powerful interactions with their customers. These interactions help them determine customers’ needs and provide products according to them. Therefore, this process results in increa

4、sed sales, profitability and strengthening their brand name. So an organization’s social media must be able to attract customers and harmonize them with organization’s activity. In the current study we tried to deter<

5、/p><p>　　Key words: Media; Social media; Social media marketing; The success of social media</p><p>　　1 Interaction and Communication</p><p>　　Participation sense and creating communic

6、ation and interaction are common features of social media descriptions. In traditional marketing system, marketers to obtain information form market, should have spent a great expense and time. While in social media, giv

7、en information from behavior, habits, and way of buying people is much more exact. Therefore, it spends less time and expend.</p><p>　　Because of this interaction, this social media is very successful (Gunel

8、ius, 2011) of many factors that influences an interaction between user and social media, we can mention below cases: a) prepare a guide to use social media for user: to guide a user a series of instruction and guide line

9、 is applied the best place for this guider is where that users enter their information. Guiders should be real, ironic, and entertaining, being acquainted of user. b) User-friendly of social media for a user </p>

10、<p>　　2 Information Content</p><p>　　Information content of social media the majority of social media experts believe that to create an attractive content, the most importance part is social media. For

11、this reason, if an organization does not pay attention to create an online containing which would be attractive, the people will be losing their goals.</p><p>　　Attractive content and online discussions will

12、 be valuable for people. Three indexes have considered in writing attractive containing of social media. a) Using the same language and tones to your target audience: Attractive content should be written by using the ver

13、y language and melody in order to aimed people been spoken. Also specialized level and being professional of language should be Proportional with expectations of audience (target group). b) Update information: Content sh

14、ould be consta</p><p>　　3 The Characters of Social Media</p><p>　　One of the factors in absorbing people in social media and related points about the internet, is characters of website or social

15、 media. Characters of social media which is noticeable including below cases. a) Visual design: such as combining colors, pictures, type of words and visual basics. This factor should be according to condition of product

16、 or place of company and type of target group. Colors of one site should be selected exactly bright colors have the most impact, mainly while dark color</p><p>　　4 Security in Social Media</p><p&g

17、t;　　Security in social media refers to measurement of risk that one user or citizen feels in job process with a social media. In other words Security is interactive efficiency website when preparing direct sense, simple

18、and suitable for user to complete interactions with website (Liu, c. & Arnett, k, 2000, p.23-34). Nowadays going to webs one person travel and invention is not in loneliness, because social media such as face book, t

19、witter, have changed to the parts of online which includes culture o</p><p>　　5 Reputation</p><p>　　Reputation of social media firstling in this parts on standard description will be defined fro

20、m the reputation of online means that a collection of information which is put by yourself and by the others (Tuten, 2008, p.18). it many resources in field of communication sciences, is noted that reputation e of media

21、can be influential in absorbing or excreting their audience and social media is not except form it(Weinberg, 2009, p.89). a) WOM: Consumers to search their needed information about produ</p><p>　　6 Success S

22、ocial Media</p><p>　　Success of social media, according to done considers , active C were very effective in Success of social media. Having active audience is a factors that can change a social media to a su

23、ccessful media (fawkes, 2001, p.15). In social media, some observers are called active audience which have one of these characteristics it: 1- they should be a member of one of social media of organization. 2- Reply fron

24、t of the questions being asked 3- invite the others in social media of organization (WOM) (aza</p><p><b>　　RESULTS</b></p><p>　　One of the reliable scientific methods for studying in

25、ternal structure of set of index and measuring construal validity is confirmatory factor analysis which estimating factor loadings and relations’ between a set of index and factors. Factorial load is the indicator of cor

26、relation with related factor that is defined like each type the other correlation according to this the more an indicator getting bigger in a factor, the factor should gain a more weight (Pavel, 2002) in this chapter the

27、 indic</p><p>　　While conforming relation amount of t-value should be larger than 1.96 or be smaller than- 1.96. If numbers of student t value be smaller than 1.96 that relation would not be meaning full (Ka

28、lantari, 2008, p.103). In this research to represent communication between variances of research model we have benefited from the graph. Figure 2, shows that amount of factor loading and figure 3, shows students t - valu

29、e. In these graphs the relation between research categories and hidden variances is shown</p><p>　　Because statistical amount are more than 1.96 relations can be meaning full. But for the variance of social

30、media characteristic meaningful level is smaller than 1.96, them this relation is not meaning full. Amount of factorial loud of this variance shows a very weak relation (about Zero) in compare with related variance which

31、 refers to social media success in the previous figure. Multiple coefficient of determination of above model is equaled to 0/68. It means that above variances can explain a</p><p>　　After doing this research

32、, we readied to this conclusion that issues like security, reputation, attractive content, interaction and communication have the most effect in succeeding social media. Therefore marketing manager with using results of

33、this research could be with creating successful social media have a better communication and interaction with their customers, and with perceiving their views and their needs represent a product in accordance of consumer

34、’s tastes. This action will cause d</p><p>　　社交媒體成功因素的認(rèn)定</p><p><b>　?。ㄊ袌?chǎng)營(yíng)銷(xiāo)角度）</b></p><p><b>　　摘要</b></p><p>　　一個(gè)公司的社交媒體能夠幫助市場(chǎng)營(yíng)銷(xiāo)經(jīng)理與客戶建立長(zhǎng)期穩(wěn)定的合作關(guān)系，

35、并保持強(qiáng)大及時(shí)的互動(dòng)。這些及時(shí)有效的互動(dòng)能夠幫助市場(chǎng)營(yíng)銷(xiāo)經(jīng)理確定客戶的真正所需，從而根據(jù)客戶的需求為他們推薦提供產(chǎn)品。因此，社交媒體能夠增加公司的銷(xiāo)售額，給公司帶來(lái)更多的收益，并提高品牌的知名度。所以，一個(gè)公司的社交媒體必須能夠吸引客戶，讓客戶與公司的各項(xiàng)活動(dòng)相契合。目前的研究試圖從伊朗的受眾角度確定社交媒體成功的因素。但是，研究者查閱了國(guó)內(nèi)外的大量科學(xué)資料，均沒(méi)有找到找到有關(guān)社交媒體成功因素的研究模型。因此，我們?cè)噲D建立一個(gè)社交媒體成

36、功的模型。研究者以阿拉梅塔巴塔拜大學(xué)的學(xué)生的為著重點(diǎn)，通過(guò)調(diào)查問(wèn)卷、因素分析和結(jié)構(gòu)模型的方式，來(lái)確定這個(gè)典范。研究結(jié)果顯示，可信賴(lài)的安全保證、具有吸引力的內(nèi)容，良好的聲譽(yù)，及時(shí)有效的互動(dòng)與交流均是社交媒體取得成功的因素。</p><p>　　關(guān)鍵字：媒體；社交媒體；社交媒體營(yíng)銷(xiāo)；社交媒體的成功</p><p><b>　　1 互動(dòng)與交流</b></p>

37、<p>　　參與意識(shí)和創(chuàng)造交流與互動(dòng)是社交媒體所描述的共同特征。在傳統(tǒng)的營(yíng)銷(xiāo)體系中，營(yíng)銷(xiāo)者為了從市場(chǎng)獲取信息，必須花費(fèi)大量的時(shí)間和財(cái)力。然而現(xiàn)如今，社交媒體能夠花費(fèi)更少的時(shí)間和財(cái)力、更加精準(zhǔn)地獲取購(gòu)買(mǎi)者的行為、習(xí)慣及購(gòu)買(mǎi)方式信息。</p><p>　　由于這種互動(dòng)，社交媒體的許多方面在影響用戶與社交媒體之間的互動(dòng)方面是非常成功的。（Gunelius，2011）我們可以通過(guò)以下情形來(lái)說(shuō)明: 1)為用戶提供

38、一個(gè)使用社交媒體的指南：為了引導(dǎo)客戶，必須給予客戶一系列的指導(dǎo)和使用準(zhǔn)則，并且最好在用戶獲取信息的地方設(shè)置使用向?qū)?。向?qū)П仨氄鎸?shí)，令人愉快，并了解客戶的真實(shí)所需。2）用戶友好型社交媒體遠(yuǎn)比只擁有一個(gè)漂亮外表的社交媒體更受用戶青睞?！坝脩粲押谩币馕吨脩艨梢暂斎雸D片或分享信息與視頻。讓用戶在使用社交媒體的同時(shí)也能夠享受其中的樂(lè)趣。3）個(gè)人化：在這種情形下，用戶將能夠創(chuàng)造一個(gè)個(gè)人主頁(yè)，并能夠把它分享給自己的朋友。這種分享方式能帶來(lái)社交媒體上

39、的許多潛在用戶。4）文化思考：為了更恰當(dāng)?shù)厥褂蒙缃幻襟w，我們應(yīng)該有一個(gè)用戶表組，能讓我們?nèi)媪私饷恳粋€(gè)用戶。同樣，恰當(dāng)?shù)纳缃幻襟w輸出與對(duì)受眾的真正了解密切相關(guān)，我們應(yīng)該根據(jù)社會(huì)中的可用方式來(lái)設(shè)計(jì)社交媒體。出于這個(gè)原因，當(dāng)我們將文化觀察考慮進(jìn)來(lái)之后，我們將不會(huì)只考慮到用戶的第一反應(yīng)。這意味對(duì)我們會(huì)根據(jù)對(duì)用戶的文化、時(shí)事和現(xiàn)存危機(jī)的精確認(rèn)識(shí)，來(lái)為其提供產(chǎn)品。能做好這一點(diǎn)的公司（甚至對(duì)國(guó)外市場(chǎng)也有這種認(rèn)識(shí)）往</p><p

40、><b>　　2 信息內(nèi)容</b></p><p>　　大多數(shù)社交媒體專(zhuān)家認(rèn)為，要想創(chuàng)造富有吸引力的產(chǎn)品信息內(nèi)容，最重要的環(huán)節(jié)就是社交媒體。因此，如果一個(gè)公司如果對(duì)創(chuàng)造具有吸引力的在線內(nèi)容缺乏重視，它將會(huì)損失大批客戶 ?！?lt;/p><p>　　富有吸引力的內(nèi)容與在線討論對(duì)用戶來(lái)說(shuō)是非常有價(jià)值的。要想使社交媒體的內(nèi)容富有吸引力，以下三個(gè)方面是必須考慮到的：1）對(duì)目

41、標(biāo)客戶均采用相同的語(yǔ)言和語(yǔ)調(diào)。富有吸引的內(nèi)容應(yīng)該以特別的語(yǔ)言和語(yǔ)調(diào)來(lái)描寫(xiě)，以便于目標(biāo)客戶的閱讀。同時(shí)，專(zhuān)業(yè)化的水平和對(duì)語(yǔ)言的專(zhuān)業(yè)使用均應(yīng)該符合目標(biāo)用戶群的期望。2）信息更新。社交媒體的內(nèi)容必須持續(xù)地即時(shí)更新。如果內(nèi)容不能及時(shí)更新，我們就不能吸引更多的客戶。3）信息透明度。對(duì)于在線用戶來(lái)說(shuō)，信息的透明度具有非常重要的意義。也就是說(shuō)，社交媒體上的信息內(nèi)容應(yīng)該可信并有趣。(Gunelius, 2011, p.18). </p>

42、<p><b>　　3 社交媒體的特點(diǎn)</b></p><p>　　社交媒體或網(wǎng)絡(luò)吸引人們關(guān)注的一個(gè)重要因素是網(wǎng)站或社交媒體的特點(diǎn)。社交媒體引人注目的特點(diǎn)包括以下情形：1）視覺(jué)設(shè)計(jì)：比如充分融合色彩，圖像，文字和視覺(jué)基礎(chǔ)來(lái)設(shè)計(jì)網(wǎng)站。設(shè)計(jì)應(yīng)該基于產(chǎn)品情況，公司地址和目標(biāo)群體來(lái)進(jìn)行。一個(gè)網(wǎng)頁(yè)的色彩應(yīng)該仔細(xì)挑選。明亮的顏色能給人留下最深刻的印象，然而被用于主要基礎(chǔ)理論研究的深顏色顯示，紅

43、色、白色和黑色不能互相搭配使用。在進(jìn)行網(wǎng)頁(yè)的視覺(jué)設(shè)計(jì)時(shí)，最重要的一點(diǎn)是確保色彩與文本相搭配。（lynch&Horton, 2008）2)導(dǎo)航：導(dǎo)航減少的重要性。 速度是為了了解社交媒體最受歡迎的內(nèi)容。同時(shí)，這個(gè)特點(diǎn)能夠幫助搜索引擎從網(wǎng)站運(yùn)營(yíng)者的角度了解主頁(yè)的哪一部分更為重要。起始頁(yè)通常能獲得最多的展示時(shí)間，通常也是大多數(shù)用戶開(kāi)始導(dǎo)航的起點(diǎn)。（walczak and Gregg,2009,p.17-19）3）加載網(wǎng)頁(yè)。網(wǎng)站的設(shè)計(jì)需

44、要考慮的另外一點(diǎn)，是網(wǎng)頁(yè)的加載速度。本文將測(cè)評(píng)社交媒體的網(wǎng)頁(yè)加載速度。</p><p>　　4 社交媒體的安全性</p><p>　　社交媒體的安全性是指用戶或民眾在使用社交媒體的過(guò)程中對(duì)風(fēng)險(xiǎn)量化的感受。換句話說(shuō)，安全性是一種網(wǎng)頁(yè)交互效率，能夠提供一種直接感知，簡(jiǎn)單并適應(yīng)于客戶與網(wǎng)站的完整互動(dòng)。(Liu&Arnett, k, 2000,p.23-34)現(xiàn)在，人們?cè)诰W(wǎng)絡(luò)中沖浪和創(chuàng)造不

45、再是孤身一人，因?yàn)橄馞acebook, Twitter這樣的社交網(wǎng)絡(luò)，已經(jīng)一定程度上改變了網(wǎng)絡(luò)，包括生活文化以及使網(wǎng)絡(luò)與生活密切相關(guān)。1）隱私政策。在像Facebook, Twitter以及朋友推薦這樣的社交媒體大受歡迎的今天，人們努力保護(hù)著自己的隱私以及他們?cè)谏缃幻襟w中的身份。人們總是對(duì)社交媒體懷有有一種擔(dān)憂，讓用戶擁有用戶權(quán)限非常重要。 (Dw yer, Hiltz, 2009, p.9-12) 2）安全機(jī)制。社交媒體用戶擔(dān)心的另

46、外一個(gè)問(wèn)題是因特網(wǎng)的安全技術(shù)問(wèn)題。盡管互聯(lián)網(wǎng)的好處數(shù)不勝數(shù)，但有一點(diǎn)必須承認(rèn)，互聯(lián)網(wǎng)中存在在大量的風(fēng)險(xiǎn)與安全威脅。這些危險(xiǎn)因素中許多非常嚴(yán)重與重要，有些則相對(duì)次要一些。電腦病毒是重要的安全威脅，它在人們下載了某些文件之后爆發(fā)，能夠刪除電腦中現(xiàn)有的所有信息。根據(jù)美國(guó)新澤西州的一份調(diào)查顯示，改善提升社交網(wǎng)站的安全</p><p><b>　　5 聲譽(yù)</b></p><p&g

47、t;　　新生社交媒體的聲譽(yù)是由你或他人所運(yùn)用的傳達(dá)信息的在線工具的聲譽(yù)所決定的。（Tuten, 2009，p.18）許多通信科學(xué)領(lǐng)域的資源顯示，媒體的聲譽(yù)在吸引和排斥受眾方面極具影響力，社交媒體也是如此。（Weinberg，2009，p.89 1)口碑行銷(xiāo)。消費(fèi)者能夠在網(wǎng)上尋找他們所需要的產(chǎn)品信息。因此，擁有活躍的在線社交媒體的公司能夠以此提高他們的名聲和優(yōu)勢(shì)。通過(guò)網(wǎng)絡(luò)能夠提升聲譽(yù)的原因在于，聲譽(yù)能夠通過(guò)交流的方式進(jìn)行傳遞。一位觀察者

48、通過(guò)一個(gè)渠道向多于五個(gè)人調(diào)查自己的課題，或者提供一個(gè)在人們看來(lái)具有足夠有效性的途徑，證實(shí)了這一結(jié)論。2）信息分享。另一個(gè)在網(wǎng)絡(luò)上提高聲譽(yù)的方法是在不同的群體之間進(jìn)行信息分享。這種方式能夠引起人們對(duì)這一產(chǎn)品話題的關(guān)注。需要注意的是人們對(duì)此公司的觀點(diǎn)和看法。3）交叉組傳播。這種現(xiàn)象是指人們?nèi)ゲ煌慕M群網(wǎng)站創(chuàng)造信息趨勢(shì)來(lái)影響用戶。（klososky,2011,p.50）</p><p>　　根據(jù)所做調(diào)查，活躍的用戶能促

49、進(jìn)社交媒體的成功。擁有活躍的受眾是社交媒體成功的重要影響因素。（fawkes, 2001,p.50）。在社交媒體中，被稱(chēng)作活躍用戶的人通常有以下特征：1.他們是公司的社交媒體的成員。2.在問(wèn)題下進(jìn)行回復(fù)。3. 邀請(qǐng)他人加入到公司社交媒體中。</p><p><b>　　結(jié)果</b></p><p>　　對(duì)于研究一系列指標(biāo)的內(nèi)部結(jié)構(gòu)和測(cè)評(píng)解釋的有效性，一種可靠的科學(xué)方法

50、是驗(yàn)證因子分析，這種分析方法能夠評(píng)估指標(biāo)與因素之間的關(guān)系。因子荷載是相關(guān)因素相關(guān)性的指標(biāo)。一個(gè)因素的指標(biāo)越大，這個(gè)因素就越重要。（Pavel，2002）本章中的指標(biāo)與圖1因素分析結(jié)果中接受測(cè)驗(yàn)的變量相關(guān)聯(lián)。因子荷載的驗(yàn)證與否認(rèn)是根據(jù)對(duì)學(xué)生的t-值決定的。</p><p>　　盡管學(xué)生的t-值的關(guān)系量應(yīng)該大于1.96或小于1.96。如果學(xué)生的t-值小于1.96，那么主體與因素的關(guān)系就不大。（Kalantari，20

51、08，P，103）在此次調(diào)查中，為了表現(xiàn)研究模中各差異之間的聯(lián)系，我們可以觀察圖2（因子荷載量）和圖3（學(xué)生t-值）。在這些圖表中，調(diào)查對(duì)象之間的關(guān)系以及暗含的變化都被呈現(xiàn)了出來(lái)。在考慮到結(jié)構(gòu)分析方程里的所有差異的聯(lián)系之后，我們需要注意的一點(diǎn)是，從圖表的t-值看來(lái)，所有的綜合關(guān)系并不能完全被認(rèn)定。這些關(guān)系對(duì)于所有的差異是有意義的，但卻不是對(duì)社交媒體的特征。</p><p>　　因?yàn)橹挥袛?shù)據(jù)值大于1.96，才能認(rèn)定

52、主體與因素具有關(guān)聯(lián)性。但是，社交媒體特點(diǎn)的差異意義值小于1.96，因此關(guān)聯(lián)性不足。相比于之前數(shù)據(jù)中引起社交媒體成功的相關(guān)差異值，這個(gè)差異的因子荷載數(shù)量只能說(shuō)明非常微弱的關(guān)聯(lián)性。上述模型的多重判定系數(shù)為0/68。這意味著上述差異能夠解釋68%的穩(wěn)定差異。為了考慮所有模型的意義價(jià)值，擬合優(yōu)度指數(shù)和每個(gè)指數(shù)的標(biāo)準(zhǔn)解讀已經(jīng)在表1加以呈現(xiàn)。</p><p>　　通過(guò)這個(gè)調(diào)查研究，我們可以得出結(jié)論，可信賴(lài)的安全保證、具有吸引