经济与管理研究2026，Vol.47Issue(5)：131-147,17.DOI:10.13502/j.cnki.issn1000-7636.2026.05.009
组态视角下品牌如何破解声量困境?
How can Brands Address the Volume Dilemma from a Configurational Perspective?
摘要
Abstract
In the era of the digital economy,an increasing number of brands are leveraging highly interactive social media as an efficient marketing tool to enhance marketing effectiveness and brand awareness.However,how to configure different elements to form a synergistic effect and achieve high-level brand communication remains to be explored.Therefore,based on Lasswell's communication model,this paper constructs an influencing factor analysis framework of"communication channel-communicator-communication content"for brand communication effects,and extracts six antecedent conditions:the type of social media platform,the influence of communicators,communicator-brand fit,title length of posts,emotional tones,and brand information function.Data collection is carried out using data-driven marketing tools with social media data monitoring capabilities,and the fuzzy-set qualitative comparative analysis(fsQCA)method is used to explore the antecedent configuration effect of brand communication. This paper reveals that the six antecedent conditions cannot individually serve as necessary conditions for generating either strong or weak brand communication.Although there are differences among these conditions,their coupling and complex relationships can lead to strong or weak brand communication.From a configurational perspective,this paper identifies three types of implementation paths for achieving strong brand communication:reputation clue endorsement type,professional value penetration type,and rational trust-driven type.The implementation paths of weak brand communication can be divided into two categories:lower professional value and fewer emotional sources.The findings provide specific insights for optimizing social media communication strategy for brands in the context of data-driven marketing. The marginal contributions are threefold.First,this paper focuses on the characteristics of the social media environment andaccounts for the complexity of the brand communication process.It then constructs an analytical framework and explores the complex causal relationship between the linkage and matching of key communication elements and brand communication,enriching and expanding the research in the fields of social media and brand communication.Second,this paper uses data-driven marketing tools to collect case indicators and data and adopts the fsQCA method to analyze the coupling effect of the antecedents of brand communication,thus providing a holistic perspective for explaining the causal relationship between the influencing factors of brand communication.Third,the configurational paths of the factors influencing brand communication refine the research on the mechanism of brands optimizing brand communication on social media platforms,providing references for brands to carry out high-quality social media marketing.关键词
品牌传播/品牌声量/社交媒体/量化营销/组态效应Key words
brand communication/brand volume/social media/data-driven marketing/configuration effect分类
管理科学引用本文复制引用
谌飞龙,蓝金鑫..组态视角下品牌如何破解声量困境?[J].经济与管理研究,2026,47(5):131-147,17.基金项目
国家社会科学基金一般项目"主配协同视角下'专精特新'企业要素品牌化实现路径研究"(24BGL121) （24BGL121）
