摘要

随着数字技术与社交媒体平台的持续发展，社交媒体营销逐渐成为企业塑造品牌形象、维系消费者关系及提升品牌竞争力的重要手段。与传统营销方式相比，社交媒体营销具有互动性、参与性、个性化及传播速度快等特点，能够通过消费者参与、品牌信任、品牌社群、意见领袖传播和电子口碑等途径影响消费者的品牌忠诚度。然而，社交媒体营销对品牌忠诚度的影响并非单向且必然为正，其实际效果受到隐私顾虑、广告干扰、消费者既有品牌态度以及平台环境等因素的影响。本文采用文献综述与理论整合的方法，梳理社交媒体营销与品牌忠诚度的相关研究，分析消费者参与、品牌信任、个性化营销、品牌社群及电子口碑等因素的作用机制，并从内容建设、关系维护、数据治理和效果评估等方面提出品牌忠诚度提升策略。在此基础上，指出现有研究在长期动态效应、作用机制整合、忠诚度测量及研究情境适用性方面的不足，以期为企业优化社交媒体营销实践及后续学术研究提供参考。

Abstract

With the continuous evolution of digital technology and social media platforms, social media marketing has increasingly become a vital tool for enterprises to shape brand identity, cultivate consumer relationships, and enhance brand competitiveness. Compared to traditional marketing approaches, social media marketing is characterized by high levels of interactivity, engagement, personalization, and rapid dissemination. It influences consumer brand loyalty through various channels, including consumer engagement, brand trust, brand communities, the influence of opinion leaders, and electronic word-of-mouth (eWOM). However, the impact of social media marketing on brand loyalty is neither unidirectional nor inherently positive; its actual effectiveness is contingent upon factors such as privacy concerns, advertising intrusiveness, consumers' pre-existing brand attitudes, and the specific platform environment. Employing a literature review and theoretical integration approach, this paper synthesizes existing research on social media marketing and brand loyalty. It analyzes the underlying mechanisms—such as consumer engagement, brand trust, personalized marketing, brand communities, and eWOM—and proposes strategies for fostering brand loyalty, focusing on content development, relationship maintenance, data governance, and performance evaluation. Furthermore, the paper identifies limitations in current research—specifically regarding long-term dynamic effects, the integration of underlying mechanisms, the measurement of loyalty, and the applicability of findings across different research contexts—thereby offering insights for both corporate social media marketing practices and future academic inquiry.

参考文献