微博母婴博主营销传播的过程与效果——基于网络民族志的考察

The Process and Effectiveness of Marketing Communications of Microblogging Mother and Baby Bloggers—Examination Based on Web Ethnography

摘要: 微博等网络社交媒体蓬勃发展，成为信息传播的重要渠道，因此微博营销成为了众多企业最主要的推广方式之一。在微博这个虚拟社会中存在诸多圈层的博主和粉丝，其中进行着的营销传播消费也成为社会生活的新图景。基于对微博母婴博主营销传播全过程的网络民族志观察，细化了这一过程的详细动态，站在多角度阐述了营销传播的状况。将营销传播效果放在品牌方和博主之中，以场中、场外两种视角分析了营销传播的价值，批评了消费文化带来的营销泛化，以期未来此图景走向理性。

Abstract: Microblogging and other online social media flourish, becoming an important channel for information dissemination, so microblog marketing has become one of the most important promotion methods for many enterprises. In the virtual society of microblogging, there are many circles of bloggers and fans, in which the consumption of marketing communication has also become a new picture of social life. Based on the cyber ethnographic observation of the whole process of marketing communication of microblogging mother and baby bloggers, the detailed dynamics of this process are refined, and the status of marketing communication is elaborated from multiple perspectives. The effect of marketing communication is put in the context of brands and bloggers, the value of marketing communication is analysed from both on-site and off-site perspectives, and the generalisation of marketing brought about by consumer culture is criticised, with a view to rationalising this picture in the future.