员工创造内容的生成、传播及再传播机制研究：网络社群化的视角

移动互联环境下社交媒体的流行拓展了传统的营销传播模式，赋能企业开展社会化传播，同时使得企业内部员工也拥有了外部社交主权，打破工作和生活的限制，嵌入多重社群，进行自我展现和营销传播，形成了丰富的员工创造内容。员工变身社会化传播的源头，是企业构建私域流量的关键点；员工化身企业代言人和品牌拥护者，是信息裂变的突破点。大量文献关注了用户创造内容和企业创造内容，较少关注员工创造内容。本项目（1）构建动态重叠话题模型，解决如何识别员工与用户社群结构的问题；（2）探讨员工创造内容的生成机制，解决不同员工为何生成不同内容的社会化问题；（3）探讨员工创造内容的传播效果，解决员工对哪些用户的金钱激励内容更有效的互动化问题；（4）探讨员工创造内容的再传播过程，解决内容能否、何时以及如何产生再传播的跨群化问题。本项目探讨员工的独特社群化行为、探析员工创造内容的生成、传播和再传播机制，丰富了社会化营销领域文献。

The rise and popularization of social media in the mobile Internet environment has expanded the traditional marketing communication mode and enabled firm to carry out social communication. At the same time, it has enabled employees within the firm to have social empowerment, break the boundaries of work and life, embed multiple communities, carry out self-exhibition and business expression, and form employee-generated content. Employee is the source of social communication and is the key point of private traffic. Employee incarnate as brand advocate and is also the breakthrough point of enterprise influence. A lot of literature focuses on user-generated content and firm-generated content, less on employee generated content. This project (1) builds a dynamic topic model to identify the community structure of employees and users based on multi relationship, dynamic structure and multiply goals; (2) discusses the generation mode of employee-generated content based on the community position of employees; (3) discusses the communication effect of employee created content based on the interaction between employees and users within the community; (4) discusses employee creation based on the cross community structure of employees and users The process of content re dissemination. From the perspective of network community, this project discusses the unique behavior of employees on social media, analyzes the generation, transmission and retransmission mechanism of content created by employees, enriches the literature in the field of social marketing, and helps guide firms to carry out social communication.