社交媒体行业:它将走向何方?

Q2 Business, Management and Accounting
Yanli Zhang, Huy Will Nguyen, Younghoon Jung, Isabelle Yi Ren
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引用次数: 0

摘要

社交媒体行业进入了一个新的阶段,竞争加剧,未来发展方向的不确定性增加。本文的目的是对当前的挑战进行分析,并确定可能为未来提供路线图的全行业趋势。设计/方法/方法借鉴公开可用的关键绩效指标、公司报告和新闻报道,本文对主要社交媒体平台面临的挑战和社交媒体行业的新趋势进行了批判性分析。本研究确定了当前社交媒体行业的五大趋势:1)内容为王,内容正在向视觉化转变;2)人工智能是竞争优势的关键;3)网络效应仍然重要,但商业模式创新可以克服这一障碍;4)需要拓宽收入来源;在这个不断变化的环境中,社交媒体公司需要主动适应和创新他们的商业模式,以保持领先地位。原创性/价值这篇文章不仅阐述了当前单个社交媒体平台面临的挑战,还指出了可能适用于所有平台的全行业趋势。综上所述,这些见解描绘了当前行业格局的全面图景,并为其未来发展方向提供了线索。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The social media industry: where is it heading?
Purpose The social media industry has entered a new stage with intensifying competition and heightened uncertainty about future directions. The purpose of this paper is to provide analyses of the current challenges and to identify industry-wide trends that may offer a roadmap for the future. Design/methodology/approach Drawing on publicly available key performance metrics, company reports and press reports, this paper offers critical analyses of the challenges facing the major social media platforms and new trends in the social media industry. Findings This study identified five major trends in the current social media industry: 1) content is king, and that content is moving to visual; 2) artificial intelligence is key to competitive advantage; 3) network effects still matter, but business model innovation can overcome that barrier; 4) the need to broaden revenue sources; and 5) the strive for the everything app. In this changing environment, social media companies need to adapt and innovate their business models proactively to stay ahead. Originality/value This paper not only sheds light on the current challenges of individual social media platforms but also identifies industry-wide trends that may apply across all platforms. Taken together, these insights paint a comprehensive picture of the current industry landscape, as well as offer clues about its future directions.
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来源期刊
Journal of Business Strategy
Journal of Business Strategy Business, Management and Accounting-Management Information Systems
CiteScore
4.50
自引率
0.00%
发文量
35
期刊介绍: The Journal of Business Strategy publishes articles with a practical focus designed to help readers develop successful business strategies. Articles should say something new or different and may propose a unique perspective. They should not offer prescriptions to CEOs on how to manage, but rather be directed toward middle and senior managers at companies of all sizes and types, as well as consultants and academics who want to think about their businesses in new ways. Coverage: As one of the few journals dedicated to business strategy, JBS defines strategy in the broadest sense and thus covers topics as diverse as marketing strategy, innovation, developments in the global economy, mergers & acquisition integration and human resources. We have a penchant for substantive, provocative and well-written articles. We also like to break the mould and include articles on topics readers are unlikely to find in other business publications.
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