1. 毕业设计（论文）主要内容：
1. 查阅品牌忠诚度、社交媒体、品牌社群等相关文献；回顾社会认同理论、顾客参与理论、SocMe理论等理论知识。
2.通过二手资料查阅和分析，了解我国线上虚拟社群和社交化媒体的运营现状、模式和问题。
3. 细化消费者参与社会化媒体品牌相关使用的概念和测量方法，从综合的角度融合营销中客户参与的行为化概念和社交媒体参与行为，建立模型。
2. 毕业设计（论文）主要任务及要求
（1）查阅不少于15篇的相关文献，其中英文资料不少于3篇，近3年以来的期刊不少于10篇，按进度完成开题报告，论文提纲和答辩提纲。
（2）论文字数在12000字以上，严格按论文写作进度计划与毕业论文写作规范，独立完成学位论文写作。
（3）资料翔实、数据可靠、理论联系实际，观点明确，论证合乎逻辑。
3. 毕业设计（论文）完成任务的计划与安排
（1）2018年12月20日前：师生进一步明确论文选题，完成任务书工作。
（2）2019年1月5日前：学生提交开题报告初稿给指导老师。
（3）2019年1月5日～10日：学生根据导师意见修改开题报告。
4. 主要参考文献
[1] KIM J, MORRIS J D, SWAIT J. Antecedents of True Brand Loyalty [J]. Journal of Advertising, 2008, 37(2):99-117.[2] ROSENTHAL B, BRITO E P Z. How Virtual Brand Community Traces May Increase Fan Engagement in Brad Pages [J]. Business Horizons, 2017, 60(3): 375-385.[3] THOMPSON S A, SINHA R K. Brand Communities and New Product Adoption: The Influence and Limitis of Oppositional Loyalty [J]. Journal of Marketing, 2008, 72(6): 65-80.[4] THUMIN F J, THUMIN L J. The Measurement and Intepretation of Organizational Climate [J]. The Journal of Psychology, 2011,145(2): 93-109.[5] CHEN C J, HUANG J W. How Organizational Climate and Structure Affect Knowledge Management: The Social Interaction Perspective [J]. International Journal of Information Management, 2007, 27(2): 104-118.[6] TSAI H T, BAGOZZI R P. Contribution Behavior in Virtual Communities: Cognitive, Emotional, and Social Influences [J]. MIS Quarterly, 2014, 38(1): 143-163.[7] LAM S K, AHEARNE M, MULLINS R, et al. Exploring the Dynamics of Antecedents to Consumer Brand Identification with a New Brand [J]. Journal of the Academy of Marketing Science, 2013, 41(2): 234-252.[8] WOLTER J S, CRONIN Jr J J, Re-Conceptualizing Cognitive and Affective Customer-Company Identification: The Role of Self-Motives and Different Customer-Based Outcomes [J]. Journal of Academy of Marketing Science, 2016, 44(3): 397-413.[9] KATZ E, HAAS H, GUREVITCH M. On the Use of the Mass Media for Important Things [J]. American Sociological Review,1973, 38(2): 164-181.[10] ALGESHEIMER R, DOHLAKIA U M, HERRMANN A. The Social Influence of Brand Community: Evidence from European Car Clubs [J]. Journal of Marketing, 2005, 69(3): 19-34.[11] WOLTER J S, BOCK D, SMITH J S, et al. Creating Ultimate Customer Loyalty through Loyalty Conviction and Customer-Company Identificatio [J]. Journal of Retailing,2017, 93(4): 458-476.[12] CURRAS-PEREZ R, BIGNE-ALCANIZ E, ALVARADO-HERRERA A. The Role of Self-Definitional Princilples in Consumer Identification with a Socially Responsible Company [J]. Journal of Business Ethics, 2009, 89(4): 547-564.[13] FOMBELLE P, JARVIS C, WARD J, et al. Leveraging Customers’ Multiple Identities: Identity Synergy as a Driver of Organizational Identification [J]. Journal of the Academy of Marketing Science, 2012, 40(4): 587-604.[14] YI Y, GONG T, LEE H. The Impact of Other Customers on Customer Citizenship Behavior [J]. Psychology and Marketing , 2013. 30(4): 341-356.[15] HUR W M, KWANG-HO A, KIM M. Building Brand Loyalty through Managing Brand Community Commitment [J]. Management Decision, 2011, 49(7): 1194-1213.[16] SHANG R A, CHEN Y C, LIAO H J. The Value of Participation in Virtual Consumer Communities on Brand Loyalty [J]. Internet Research, 2006, 16(4): 398-418.[17] KUO Y F, FENG L H, Relationships among Community Interaction Characteristics, Perceived Benefits, Community Commitment, and Oppositional Brand Loyalty in Online Brand Communities [J]. International Journal of Information Management, 2013,33(6)； 948-962.[18] ZHANG K Z K, BENYOUCEF M, ZHAO S K J. Building Brand Loyalty in Social Commerce: The Case of Brand Microblogs [J]. Electronic Commerce Research and Applications, 2017, 21(1): 78-89.
以上是毕业论文任务书，课题毕业论文、开题报告、外文翻译、程序设计、图纸设计等资料可联系客服协助查找。
