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Author(s): Rodney Graeme Duffett
Influence of social media marketing communications on young consumersrsquo; attitudes
Young Consumers , Vol. 18 NO.1 2017, p20
社交媒体营销传播对于年轻消费者态度的影响研究
Abstract /摘要
Purpose – This paper aims to examine the influence of interactive social media marketing communications on teenagersrsquo; cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumersrsquo; attitudes toward social media marketing communications.
Design/methodology/approach – A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis.
Findings – The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications.
Research limitations/implications – Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed.
Practical implications – Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers.
Originality/value – This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.
Keywords South Africa, Attitudes, Generation Z, Social media marketing communications Paper type Research paper
目的 - 本文旨在探讨交互式社交媒体营销传播对南非青少年的认知，情感和行为态度的影响。 该研究还考虑了许多其他因素的影响，如年轻消费者的使用情况（访问情况，使用时间，登录频率，登录时长和更新发病率）以及人口统计（性别，年龄和人口群体）变量 对社交媒体营销传播的态度。
设计/方法论/方法 - 通过三个自填式调查问卷进行调查，这些调查问卷分发给南非大学和高中13至18岁年龄段（Z一代人）的13,000多名学习者。 统计数据分析采用广义线性模型。
调查结果 - 该研究确定，社交媒体营销传播对青少年的每种态度成分都有积极影响，但是呈下降趋势，这与购买漏斗相关。结果还显示，长期使用社交媒体的且经常更新他们的个人资料的，来自有色和黑人群体的这类青少年，展示了对社交媒体营销传播最有利的态度回应。
研究限制/影响 - 社交媒体进行了统一分析，并没有考虑不同社交媒体类型的数量，这本是可以单独检查的。这项调查仅考虑了Z一代群体，还可以评估其他群体对社交媒体营销传播的态度。
实际影响 - 公司及其品牌应该考虑根据社交媒体营销传播对年轻消费者阶层态度阶段的影响力下降来使用或调整其策略；以及在针对高利润和高科技市场时，考虑对使用情况和人口变量的不同影响调整策略，而不仅仅只是针对反复无常的Z世代消费者。
原创性/价值 - 这项研究表明，社交媒体营销传播对年轻消费者中的认知，情感和行为态度成分具有有利影响，但在下降的规模上，这与购买漏斗模型一致。这项调查还对发展中国家的态度研究做出了重要贡献，因为发展中国家对社交媒体营销传播缺乏研究。
关键词：南非，态度，Z世代，社交媒体营销传播
论文类型：研究论文
The phenomenal growth of interactive digital technology has impacted almost every aspect of young consumersrsquo; daily lives over the past two decades. This new interactive revolution has resulted from noteworthy achievements in the information superhighway (Arens, 2004), known as the Internet, which recently exceeded 3 bn users (Internet World Stats, 2015). Social networking became much quicker with the arrival of the Internet and the globalization that accompanied it, and this gave rise to innovative information communication technology (ICT) channels, which were dubbed social media and/or Web 2.0. But social networking is not a new phenomenon, as it has always been within human nature to communicate and socialize with one another, as well as to recommend, comment and alert each other about commercial content (Uitz, 2012). Hence, a majority of young Internet users also make use of one or more forms of online social media (Barenblatt, 2015). Social media has become an indispensable part of life in the modern-day era, especially among young consumers (teenagers and adolescents) known as Generation Z (also referred to as iGeneration, Plurals and Generation Next) who have enthusiastically adopted this new online ICT platform (McCrindle and Wolfinger, 2009; MacKenzie et al., 2012; James and Levin, 2015).
交互式数字技术的惊人增长几乎影响了过去二十年中年轻消费者日常生活的各个方面。这一新的互动革命是由信息高速公路（Arens，2004）（称为互联网，最近超过30亿用户（互联网世界统计数据，2015年））中值得注意的成就而产生的。随着互联网的到来以及随之而来的全球化，社交网络变得更加迅速，这引发了创新的信息通信技术（ICT）渠道，这些渠道被称为社交媒体和/或Web 2.0。但是社交网络并不是一个新现象，因为它始终处于人的本性之中，彼此之间进行交流和社交，并且相互推荐，评论和提醒商业内容（Uitz，2012）。因此，大多数年轻的互联网用户也使用一种或多种形式的在线社交媒体（Barenblatt，2015）。社交媒体已经成为现代社会生活中不可或缺的一部分，特别是被称为Z世代的年轻消费者（青少年和青少年）（也被称为i代，复数和下一代），他们热衷于采用这种新的在线ICT平台（McCrindle和Wolfinger，2009; MacKenzie等，2012; James和Levin，2015）。
Social media, such as Facebook, Twitter, LinkedIn, YouTube, WhatsApp, Instagram, Tumblr, Pinterest, WeChat and Google, permit young users to create personalized online pages, communicate and interact with friends, as well as exchange content that they have created themselves (u
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