本书系统介绍了在中国的数字化市场语境下，中国社交媒体的发展史、最流行的社交媒体及其特征、社交媒体营销的典型表现等。本书选取了最具代表的中方和西方在全球享有高美誉度的跨国公司，运用质性和量性的研究方法，测量他们在新浪微博和微信平台上的社交媒体营销效果，并通过分析对比，找出成功的中国社交媒体营销的关键因素。本书创建了系统的社交媒体效果评估框架，为类似的研究提供了有用的参考。本书的实证研究结果，为中国本土企业以及在中国开展业务的西方公司提出了诸多具有实践意义的中国社交媒体策略建议。

何霞，重庆工商大学文学与新闻学院讲师，传播学博士，毕业于西班牙庞培法布拉大学，主要从事新媒体与社会相关领域的教学与研究活动。

1 INTRODUCTION
1.1 Motivation and the context of the investigation
1.2 Research questions and objectives
1.21 Research questions
1.2.2 Objectives
1.3 Structure of the book
2 SELECTION OF RESEARCH OBJECTS
2.1 Selection of Chinese social media platforms
2.1.1 Chinese social media's historical roots
2.1.2 Main social media platforms in China
2.1.3 The selected social media platforms in this research
2.2 Selection of research companies
2.2.1 High reputation Western companies
2.2.2 High reputation Chinese companies
3 STATE OF THE ART AND THEORETICAL FRAMEWORK
3.1 Context of Chinese social media marketing
3.1.1 Chinese digital consumers
3.1.2 Usage of Chinese social media marketing
3.1.3 Challenges
3.2 Characteristics of Sina Weibo and Sina Weibo marketing
3.2.1 Characteristics of Sina Weibo
3.2.2 Sina Weibo marketing
3.3 Characteristics of WeChat and WeChat marketing
3.3.1 Characteristics of WeChat
3.3.2 WeChat marketing
3.4 Related theoretical framework in the context of social media
3.4.1 Evolution of consumption behavior model from AIDMA AISAS to ISMAS
3.4.2 020 models
3.4.3 Electronic word-of-mouth (eWOM)
3.4.4 Relationship marketing
4 METHODOLOGY
4.1 Case study
4.1.1 Definition of case study
4.1.2 Design of case study
4.1.3 Data collection, analysis, and interpretation in case study
4.1.4 Procedure of case study
4.1.5 Implementation of case study in this research
4.2 Expert analysis
4.2.1 Grounded theory
4.2.2 KPIs concept
4.2.3 Information architecture
4.3 Content analysis
4.3.1 Definition of content analysis
4.3.2 Application fields of content analysis
4.3.3 Implementation of content analysis in this research
4.4 Statistical method
4.4.1 Descriptive statistical method
4.4.2 Inferential statistical method
4.4.3 Statistical analysis tool
4.4.4 Implementation of statistical method in this research
5 SINA WEIBO CASE STUDY AND RESULTS
5.1 Exploring social relationship among all companies
5.2 The history of usage of Sina Weibo from 2009 to 2014
5.2.1 The first usage of Sina Weibo
5.2.2 Evolution of "No.of original posts vs.No.of retweets" for Western companies
5.2.3 Evolution of "No.of original posts vs.No.of retweets" for Chinese companies
5.3 Establishment of the systematic measurement and classification framework
5.3.1 KPIs Data collection, processing & database creation
5.3.2 Comparison of key indicators between companies
5.3.3 Content features of top-one posts
5.3.4 The results of cluster analysis
6 WECHAT CASE STUDY AND RESULTS
6.1 Interface & menu analysis of WeChat official accounts
6.1.1 Observation criteria and data collection
6.1.2 Labeling process
6.1.3 Database creation
6.1.4 The results of interface & menu analysis
6.2 Analysis of push notification marketing
6.2.1 KPIs data collection, processing & database creation
6.2.2 The results of descriptive statistical analysis of key indicators
6.2.3 The results of cluster analysis
7 DISCUSSION AND CONCLUSIONS
7.1 Discussion
7.1.1 Identification of the most successful representatives
7.1.2 Exploration of key factor for social media success on both platforms
7.2 Conclusions
7.3 Innovation points
7.4 Further work
References