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Author（s）：Nur Syakirah Ahmada*, Rosidah Musab, Mior Harris Mior Harunb
The Impact of Social Media Content Marketing (SMCM) towards Brand Health Procedia Economics and Finance 37 ( 2016 ) 331 – 336
社交媒体内容营销对品牌健康的影响
Abstract
The emergence of Web 2.0 has created the new phenomenon in business strategies as it allowed two-way communications between companies and the consumers. Nowadays, the business practitioners tend to use the social media marketing to create awareness and promote their brands to the customers. Nevertheless, the main point in sharing the information through the social media is about the content itself to attract more consumers engage with the brands. Social media content marketing (SMCM) also plays an important role in conveying effective information to the consumers thus attract them to keep engaging with the brands. Meanwhile, brand health is the evaluation from digital audiences about the brands and products. It measures the awareness of the brand for long-term period thus develop the brand equity. There are few indicators in measuring the brand health such as time on site, repeat visitors, social likes, subscriptions, and bounce rates. There are still limited studies on the impact of social media content marketing (SMCM) towards brand health. The purpose of this study is to investigate the role of SMCM in increasing the brand health score.
Keywords: Social media marketing; content marketing; brand health
摘要
Web 2.0的出现创造了商业策略中的新现象，因为它允许公司和消费者之间的双向沟通。 如今，企业从业者倾向于利用社交媒体营销来形成意识，向客户推广品牌。 不过，通过社交媒体分享信息的主要内容是关于内容本身，以吸引更多的消费者参与品牌。 社交媒体内容营销（SMCM）在向消费者传递有效信息方面也起着重要的作用，从而吸引他们与品牌保持联系。 同时，品牌健康是数字观众对品牌和产品的评价。 衡量品牌长期的知名度，从而发展品牌资产。衡量品牌健康状况的指标很少，如现场时间，回头客，社交喜好，订阅和跳出率。社交媒体内容营销（SMCM）对品牌健康的影响研究还很有限。本研究的目的是调查SMCM在提高品牌健康评分中的作用
关键词：社交媒体营销; 内容营销; 品牌健康
1.0 INTRODUCTION
In the present, the social media has become an important link to connect the people all over the world. They use the social media to connect and share something with their friends through the conversation. According to Evans (2008), social media relates to a self-generated, authentic conversation between people about a particular subject of mutual interest, built on the thoughts and experiences of the participant. Otherwise, Touchette and Schanski (2015) defined social media as the ways of communication that involves two parties consist of users and web publishers that provide a space in which information is collaborative, and users can interact and participate collectively. Thus, the main function of social media is to link with others through the internet connection
1.0引言
目前，社交媒体已经成为连接世界各国人民的重要纽带。 他们利用社交媒体通过对话与朋友们进行交流和分享。 根据Evans（2008）的观点，社交媒体涉及到人们之间自发产生的真实对话，关于特定的共同兴趣主题，建立在参与者的思想和经验之上。 否则，Touchette和Schanski（2015）将社交媒体定义为涉及由用户和网络发布者组成的双方的交流方式，这些方面提供了信息协作的空间，用户可以互动和共同参与。 因此，社交媒体的主要功能是通过互联网与他人联系。
The evolutions in the business world have manipulated the functions of social media to become as one of the vital tools for marketing strategy especially in brand health and brand development. In the past era, the business practitioners only adopt the traditional marketing like brick and mortar concept as well as using the Web 1.0 that more functioning for shopping carts and only presenting the static web. So, it is difficult for the business practitioners to measure their brand health through the engagement and audience growth. By now, the emergence of the Web 2.0 gives a big blast for the business world especially in marketing and make easier for the companies to measure their brand health through the social media platforms. For example, with the favor of Web 2.0, it creates two ways communication between the customers and business communities thus provide the active interaction among them. According to Constantinides* (2014), Web 2.0 is a set of economic, social and technology trends that collectively form the basis for the next generation of the Internet. Besides that, other sets are more mature, distinctive medium characterized by user participation, openness, and network effects. So, by having Web 2.0 the companies can monitor their customers awareness and preference about the brands by measuring their involvement in social media.
商业世界的发展已经将社交媒体的功能作为营销战略的重要工具之一，特别是在品牌健康和品牌发展方面。 在过去的时代，企业从业者只采用传统的营销方式，比如实体概念，以及使用更多功能于购物车，只展示静态网页的Web 1.0。 因此，企业从业者难以通过参与和受众的成长来衡量自己的品牌健康状况。 到目前为止，Web 2.0的出现给企业界带来了巨大的冲击，特别是在营销方面，通过社交媒体平台让企业更容易衡量自己的品牌健康。 例如，在Web 2.0的支持下，客户与企业社区之间的沟通创造了两种方式，从而为他们提供了积极的互动。 根据Constantinides *（2014），Web 2.0是一组经济，社会和技术趋势，共同构成了下一代互联网的基础。 除此之外，其他集合更为成熟，以用户参与，开放性和网络效应为特征的独特媒介。 因此，通过使用Web 2.0，企业可以通过衡量他们对社交媒体的参与来监控他们的客户对品牌的意识和偏好。
Even that so, social media marketing cannot function well without content as the content itself is something that the companies can share and post to the customers. A good and valuable content can help to drive the engagement on the social media, and it is vital for the social media marketing campaign. There are still many contradictions and intentions that are not strong on the definition of content marketing itself. The definitions of content marketing come from the business practitioners who have done many pieces of research and have the experience in creating the content marketing for their business. According to Content Marketing Institute (2015), content marketing is a strategic marketing approach that focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience to gain profit. Steimle (2014) also defined content marketing as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
即使这样，社交媒体营销也不能没有内容地发挥作用，因为内容本身就是公司可以共享和发布给客户的东西。
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