Abstract:

Now everywhere can see consumers to the brand information in social media comments, forwarding, and creative content associated with the brand of behavior, such behavior has had the enormous influence to brand communication, it is more effective compared with the traditional brand dissemination way. So consumer generated in the social media advertising behavior influenced by what factors, these factors between the internal logic relations? This research adopts the purposive sampling way, choose active in social media (weibo, WeChat, beauty) in consumer depth interview, based on the theory of grounded theory and the principle of saturation final interview 26 target consumers; And then to grounded theory open coding analysis of initial interview material and research got 36 initial concepts and 11 categories, according to the causation and slave mode through axial coding formed the four main categories; Finally through the way of selective coding and "story line", "EESMA influence factor model" is constructed, EESMA influence factor model, according to the environment, experience, stimulation and motivation are the four key influencing factors of consumer generated advertising behavior, the influence of the complicated path between them.

摘要：

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为，这样的行为对品牌传播产生了极大影响，它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响，这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式，选择活跃于社会化媒体（微博、微信、美拍）中的消费者进行深度访谈，基于扎根理论的理论饱和度原则最终访谈了26位目标消费者；进而以扎根理论开放式编码对初始访谈材料进行分析与研究得到了36个初始概念与11个初始范畴，根据因果与从属方式通过主轴编码形成了四个主范畴；最终通过选择性编码与“故事线”的方式构建了“EESMA影响因素模型”；EESMA影响因素模型显示，环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素，它们之间存在错综复杂的影响路径。