组态视角下品牌如何破解声量困境?

——基于量化营销与fsQCA的混合分析

谌飞龙　蓝金鑫

（江西财经大学）

摘要：数字经济时代，越来越多品牌将极具互动性的社交媒体作为营销工具以提升营销效能和品牌知名度，如何配置不同要素形成协同效应来实现高水平的品牌传播效果这一现实问题仍需探索。本文基于拉斯韦尔传播模式，构建“传播渠道-传播者-传播内容”的品牌传播效果影响因素分析框架，运用具备社交媒体数据监测能力的量化营销工具进行数据收集，并采用模糊集定性比较分析（fsQCA）方法进行组态分析，探究品牌传播效果的前因组态效应。研究发现：（1）社交媒体平台类型、传播者影响力、传播者-品牌契合度、作品的标题长度、传播内容呈现的感情色彩和品牌信息功能这6个条件难以单独构成实现高品牌传播效果的必要条件；（2）存在三种类型的高品牌传播效果实现路径，分别是声誉线索背书型、专业价值渗透型和理性信任驱动型；（3）低品牌传播效果的实现路径可分为两大类，一是专业价值薄弱型，二是强源情绪薄弱型。研究结果为量化营销背景下品牌制定并优化社交媒体传播策略提供了具体思路，有助于企业或品牌在数字经济中的发展以及数智化变革中探索新型消费潜力。

关键词：品牌传播；品牌声量；社交媒体；量化营销；组态效应

作者简介：谌飞龙，江西财经大学工商管理学院教授、博士生导师，南昌，330032；蓝金鑫，江西财经大学工商管理学院博士研究生。

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）

引用格式：谌飞龙,蓝金鑫.组态视角下品牌如何破解声量困境?——基于量化营销与fsQCA的混合分析[J].经济与管理研究,2026,47(5):131-147.

How can Brands Address the Volume Dilemma from a Configurational Perspective?

—Hybrid Analysis Based on Data-Driven Marketing and fsQCA

CHEN Feilong, LAN Jinxin

(Jiangxi University of Finance and Economics, Nanchang 330032)

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.

Keywords: brand communication; brand volume; social media; data-driven marketing; configuration effect

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