社交媒体策略如何推动企业实现价值创新?
How do Social Media Strategies Promote Value Innovation?
周茵 1杨伟1
作者信息
- 1. 长安大学 经济与管理学院,陕西 西安 710064
- 折叠
摘要
数字化时代社交媒体的发展为企业的价值创新提供了一条快速高效的新路径,但对于社交媒体策略是否以及如何影响价值创新的实证研究仍然匮乏.因此文章基于资源基础观和服务主导逻辑,构建了"社交媒体策略—合作伙伴链接—价值创新"的理论模型.通过对340家渠道企业及其上下游合作企业的调查数据进行实证分析得出结论:企业使用不同的社交媒体策略(主动呈现和社交媒体响应)及二者的交互对企业的价值创新均有正向影响;合作伙伴链接部分中介主动呈现、社交媒体响应对价值创新的正向直接关系,完全中介主动呈现与社交媒体响应对价值创新的正向交互作用.文章对企业有效实施社交媒体策略以推动价值创新具有重要的意义,也为企业在数字化时代实现价值创新提供了理论参考.
Abstract
The development of social media in the digital era provides a fast and efficient new path for enterprises'value innovation,but there is still a lack of empirical research on whether and how social media strategies affect value innovation.Based on the resource-based view and service-oriented logic,this study constructed a theoretical model of"social media strategies/partner linking/value innovation".Through the empirical analysis of the survey data of 340 channel enterprises and their upstream and downstream cooperative enterprises,the following conclusions are drawn:active presence,social media response and their interaction have a positive impact on the value innovation of enterprises.Partner linking partially mediates the positive direct relationship between active presence and social media response to value innovation,and fully mediates the positive interaction between active presence and social media response to value innovation.This study is of great significance for enterprises to effectively implement social media strategies to promote value innovation,and also provides theoretical reference for enterprises to realize value innovation in the digital era.
关键词
社交媒体策略/主动呈现/社交媒体响应/合作伙伴链接/价值创新Key words
social media strategies/active presence/social media response/partner linking/value innovation引用本文复制引用
基金项目
国家自然科学基金项目(71902013)
陕西省社会科学基金一般项目(2019S017)
长安大学中央高校基本科研业务费项目(300102238619)
长安大学中央高校基本科研业务费项目(300102239622)
长安大学中央高校基本科研业务费项目(300102230617)
出版年
2024
NETL
NSTL
万方数据