Abstract: Abstract： Social media marketing has become an important part of corporate marketing activities, but a lot of companies do not figure out what benefits social marketing will bring to the brand. Based on the four dimensions of brand equity, this article starts from mature brands and non-familiar brand，the result is brand maturity has moderating effect on the increasing of company brand equity in the social media marketing.

Key words: Key words：Social media, Mature brands, Unfamiliar brands, Brand equity

摘要： 摘要：社会化媒介营销已成为企业营销活动的重要组成部分，但大量企业并没有弄清社会化营销将会给品牌带来怎样的收益。全文基于品牌资产4个维度，从成熟品牌和非熟悉品牌两个视角出发，并且发现品牌成熟度差异在社会化媒介营销活动中会对企业的品牌资产增值有着调节效应。

关键词: 关键词：社会化媒介, 成熟品牌, 非熟悉品牌, 品牌资产