关于新媒体的外文文献

关于中国新媒体英语作文英文：As a Chinese, I have witnessed the rapid development of new media in China. New media, such as social media platforms and online news websites, have become an integral part of people's daily lives. For example, WeChat, a popular social media app in China, has not only changed the way people communicate, but also revolutionized the way businesses and organizations reach their target audience.With the rise of new media, the way people consume information has also changed. Instead of relying solely on traditional newspapers and TV programs, people now turn to online news websites and social media for the latest updates and trending topics. For instance, I no longer buy newspapers or watch TV news regularly, as I can easily access news articles and videos on my phone through various social media platforms.Moreover, new media has also provided a platform for individuals to express their opinions and showcase their talents. Many people have become social media influencers and gained a large following by creating and sharing engaging content. For instance, there are countless vloggers and live streamers in China who have successfully built their personal brands and monetized their online presence.中文：作为中国人，我见证了中国新媒体的快速发展。

媒体传播外文翻译文献(文档含中英文对照即英文原文和中文翻译)译文:媒介政策的范式转变：一种新的传播政策范式传播和媒介政策的出现传播政策的出现始于追求国家利益与工商业企业利益之间的互动。

政府和产业界通过特权、法规和一些限制来追求共同利益。

一般而言，政策指的是为实现某些目标而有意识制定的（公共）方案，以及实现方案的方法和时间进度表。

政府政策的特定内容反映了特定时期和地点政府与产业界的交易以及权力与利益之间的平衡。

从这个层面上说，虽然在20世纪，政府在形式上变得更加民主，全球化的浪潮也愈演愈烈，政府和产业界的权力和利益之间的交易并没有多大改变。

然而即使是这样，媒介政策领域也发生了巨大的变化，这尤其反应在传播技术的演变以及在“后工业”社会（或是更多地被称为“信息社会”）中传播重要性的提高。

虽然在几百年之前，国家就出于控制、财政和战略的目的，对交通和旅游进行干预和管制，但如果说传播政策在自19世纪中期电话发明以来的一系列电子媒介出现以前就有了，那就错了。

在本文中，我们将传播政策阶段分为三个连续的阶段：（1)新兴传播业政策阶段，（2)公共服务媒介政策阶段，和（3)新传播政策范式阶段。

传播政策的一般形态媒介政策的主要元素撇开时间的变化与环境的差异不说，媒介政策和电信政策的主要元素包括：所追求的目标或目的、界定目标的价值观念和标准、被政策规范的各种内容和传播服务；不同的传播渠道（主要有印刷出版、有线电视、卫星电视、广播和电信）以及相应的政策措施和实施方法（主要包含于法律、法规、自律和市场惯例）。

这个社会传播系统的普遍模型是从政策制定者的角度来描绘的，这些元素也是人为组合到一起的，它并不能被普遍性地运用到所有的国家。

另外这个模型也显得有点过时，因为各个国家的社会体制和传播技术在一段时间内会发生重大的改变。

为了阐明这个模型所表达的信息和解释的方便，我们首先需要回顾一下政策制定的几个连续阶段，因为这些政策不仅在传播系统上留下了历史痕迹，也影响着当今媒介政策所遇到的挑战。

社交电子商务外文翻译文献文献信息：文献标题：Can Social Networking Sites Be E-commerce Platforms?（社交网站能成为电子商务平台吗？）文献作者：Min Chung Han，Youjeong Kim文献出处：《Pan-Pacific Journal of Business Research》, 2016, 7(1):24-39字数统计：英文3765单词，20114字符；中文6499汉字外文文献：Can Social Networking Sites Be E-commerce Platforms?Abstract Social media is not just an online community where people meet, communicate, and share information virtually. The number of businesses using social media to promote products, and the number of social media seeking ways to increase revenues, have both grown rapidly in recent years. Consequently, there has been increased interest in social media commerce –systems whereby social media users could purchase products by clicking the “Buy” button on Facebook without leaving the site, just as they can now on /doc/1016319067.html or e-Bay. This study examines whether social media can grow as an e-commerce platform by answering the following questions: 1) How likely are social media users to purchase products on social media?2) What types of products or social factors on the social media would successfully facilitate social media commerce? The result indicates that presence of a friend’s purcha se history with a product did not generate a higher level of purchase intention, nor social media acceptance. Also, this study found that digital products induced higher levels of both purchase intention andsocial media acceptance than non-digital products. Findings are discussed, along with managerial implications and limitations in the study.Keyword:Social Media Commerce, Social Media Commerce Acceptance, Purchase Intention, Product type1.IntroductionAs social media penetrates everyone’s life so deepl y –64% of all American adults use social media, and the number increases to 90% among young adults between 18 and 29 (Perrin, 2015), marketing practitioners have begun using social media to connect with and attract potential customers who are on social media sites. In fact, as of 2015, 74% of Fortune 500 companies had a Facebook presence, and 78% of them used Twitter to engage with their customers. Only 9 of the Fortune 500 companies used no social media platforms (Barnes & Lescault, 2015).Social media, by definition, comprises an online environment that allows people to share information (e.g., text, images, audio and video) with each other (Lin & Liu, 2011). This interpersonal interaction of social media allows marketers to build firm customer relationships (Grewal & Levy, 2016) by getting real-time feedback from consumers, and facilitating communication between marketers and customers. In addition, social media is a cost-effective way to promote a brand, communicate with customers and ultimately generate revenue. Without spending a lot of money, companies can create a “presence” on social media, where they can provide information about the company and its products, implement marketing campaigns, and receive feedback from customers (Baker, 2014; Kern, 2010).There has developed considerable interest and effort amongcompanies to employ social media not only to promote the products and lead consumers to visit their on/offline stores, but also to persuade consumers to actually purchase their products on social media sites. That is, consumers are able to finalize their purchase transactions on the site, as they do on /doc/1016319067.htmlor /doc/1016319067.html. The concept of using social media for online shopping –social media commerce – sounds relatively new, but some major social media sites have already attempted, collaborating with several commercial firms (Alba, 2015; Constine, 2015). For example, Facebook has a “Buy” button in collaboration with ecommerce software company Shopify. Pinterest’s “Buy Pin” for users to buy products without leaving the Pinterest platform, has been in place since June 2015. Small- and medium-sized companies have also looked to social media commerce to gain an additional distribution channel and increase sales.For instance, Polkadot Alley, th e women’s apparel company based in Texas, has sold individual clothing items on the company’s Facebook pag e. The company posts all items with price and product information individually on the page; then, customers reply under the post to order the items. Polkadot Alley has increased its sales from US $400,000 to US $1.5million in a year, thanks to Facebook e-commerce (Emerson, 2013).We found quite a number of studies in this area of social media that have focused on the effect of social media on company outcomes, such as e-book sales, hotel bookings and movie box office ticket sales (Amblee & Bui, 2011; Duan, Gu & Whinston, 2008; Ye, Law, Gu & Chen, 2011). However, studies that have investigated consumers’ actual intentions to use socialmedia as an e- commerce platform are scarce. Considering that creating favorable user reactions is a critical factor for success with new technologies (Venkatesh, 1999), we think it is important to understand the potential use of social media as an e-commerce platform from the users’ perspective. Thus, this study attempts to investigate whether social media can grow as an e-commerce platform by answering the following questions: 1) How likely are social media users to purchase products on social media? 2) What types of products or social factors in social media would facilitate the social media commerce? The first section of this paper discusses the definition of social media commerce, which is a key term of this study, and reviews the relevant literature on social media-initiated e- commerce. The following section proposes hypotheses and research methodologies. The next section discusses the research findings. The final section discusses this study’s contributions, limitations and future research, and practical implications.2.Literature Review2.1.Social commerce and social media commerceSocial commerce generally refers to social media-initiated, or -mediated online commerce. Due to the relative newness of the term, social commerce has been differently defined and variously used by researchers. For instance, Stephen andToubia (2010) used the term social commerce for a social network of individual sellers only, not of companies, while other researchers (Dennison et al., 2011; Liang & Turban, 2011) used the term when traditional e-commerce sites like Amazon implemented social media features (e.g., word of mouth, networking) on their sites. Although the definition or usage of the term social commerce can vary, depending on its contexts orresearchers, the practice that underlies the concept of social commerce is the use of social media-initiated or- mediated e-commerce for facilitating online purchasing of products or services (Curty & Zhang, 2011; Kim & Park, 2013).The term social media commerce is a part of social commerce. It is referred to as e-commerce conducted on social media sites, which allows users to purchase products or services on a social media site, without the visitor leaving the site. In investigating the effects of Facebook’s social network features, Suraworachet, Premsiri and Cooharojananone (2012) used the term ‘F- commerce (Facebook commerce)’ or ‘social media commerce’ to refer to an e-commerce activity, which allows users to buy goods on Facebook or other social media. This concept is similar to social commerce, but different in that it includes all social media-initiated e-commerce.2.2.Attributes of social (media) commerceAs discussed earlier, social media has much potential to grow as a powerful marketplace for marketers due to the two most attractive qualities of social media: interactivity and connectivity.2.2.1.InteractivityInteractivity refers to the two-way communication between two parties, such as between person and person, between consumers and companies, and even between users and computers (Goldfarb & Tucker 2011; Hoffman & Novak, 1996). Interactivity is considered one of the most important components of building a relationship (Jo & Kim, 2003; Kelleher, 2009), because it influences each party through the communication medium (Liu & Shrum, 2002).Social media provides cyberspace, where users engage in various forms of interaction. On social media, consumers cancommunicate with other consumers, and/or companies, by sharing photos/videos, leaving comments, and writing reviews, all of which have be en found to influence a company’s performance, e.g., e-book sales (Amblee & Bui, 2011). This interactivity has been found to positively influence customers’ attitudes and purchase behaviors towards the companies and products (Han, 2014; Liang & Turban, 2011; Kim & Park, 2013). For instance, Olbrich and Holsing (2011) found that companies generate more profit from the members of social shopping communities' shopping trips than from non-members. This indicates that social interaction is a critical element in facilitating purchasing transactions. In addition, a higher level of interactivity was also found to generate more responses, such as likes and comments, from fans of the company on social media (De Vries, Gensler & Leeflang, 2012).2.2.2.ConnectivityAnother essential feature of social media is the ability to connect people to each other (Chou et al., 2009; Pookulangara & Koesler, 2011). Connectivity plays a major role in how people accept and use social media. Boyd (2006), along with Fortien and Dholakia (2005) found that the main reason for adopting and using Facebook was people’s desire to keep in touch wi th others. Interestingly, most social media users communicate with their existing social connections, such as keeping in touch with friends and peers who live both near and far (Ellison et al., 2007; Fortin & Dholakia, 2005), rather than establishing new connections. In addition, the tendency of users to communicate with people they already know makes users perceive social media commerce as more reliable than regular e-commerce (Wen, Tan & Chang, 2009).2.3.Theoretical Framework: Social impact theoryCan so cial media be a more effective marketplace to influence consumers’ attitudes and behaviors than any other media? An answer can be found in social imp act theory (Latané, 1981), which describes the level of social impact is affected by strength, immediacy, and number of social connections. According to social impact theory, the larger the number of people, the closer to the target individual, and the stronger the relationship with the target individual, the greater the impact would be on the target individual’s attitude change (Latané, 1981; Nowak, Szamrej & Latané, 1990). The strong tie between social media users and their friends was found to be an impo rtant influence on users’ purchase intentions towards products and their intention to visit the site (Kwahk & Ge, 2012; Ng, 2013).3.Research Model and HypothesesFacebook is one of major social media, with approximately 1.06 billion monthly active users (Dyson, Vickers, Turtle, Cowan, & Tassone, 2015). Facebook is an exemplar of social media; thus, the presen t study focuses on Facebook users’ acceptance of using Facebook to purchase products. We also attempt to investigate the external factors (i.e., product type or social factors, such as a friend’s purchase history) to influence Facebook users’ intentions to use Facebook to buy products.3.1.Social factor: Friend’s purchase historySocial impact theory explains that individuals’ attitudes are influenced by others, especially those close to them. For example, friends were found more influential in individuals’decision- making than strangers or acquaintances in an offline context (Brown & Reingen, 1987). This was also found to be true in anonline environment. Facebook users were more influenced by messages about the product sent by Facebook friends than messages sent by strangers or product manufacturers (Kim & Srivastava, 2007; Schulze, Sch?ler, & Skiera, 2014). Similarly, online users tend to perceive the information sent from other users on social media as being more important than the information sent from companies (Mir & Zaheer, 2012).These findings indicate that there is a hierarchy of trust in message senders; friends, or personal connections on social media are perceived to be more trustworthy than companies (Harris & Denis, 2011). It also explains why consumers wait for other users’ opinions about a given product before purchasing it (Kim & Srivastava, 2007).Overall, the opinions or messages from friends or some other trusted person on social media facilitate consumers’ purchasing-decision process (Grewal & Levy, 2016; Harris & Denis, 2011).Based on the previous research, it is plausible to assume that when a friend’s purchase history is shared (e.g., “Your friend, John, purchased this product”), the user would generate a higher level of purchase intention toward the product, and would bemore likely to use Facebook to purchase things. Hence, this study proposes the following hypotheses:H1: The pr esence of a friend’s purchase history of the product on Facebook will result in a higher level of Facebook users’ purchase intention toward the product on Facebook and their intention to accept Facebook as an e-commerce platform, compared to no presence of friends’ purchase history on Facebook.3.2.Type of productsE-commerce activity is very sensitive to product types. A significant number of e-commerce studies have examined and found that certain types of products (e.g., luxurious/cheap items, or digital/non-digital products) were more successful in the e-marketplace(Rohm & Swaminathan, 2004; Vijayasarathy, 2002). For example, Rohm and Swaminathan (2004) found that convenience- seeking online shoppers were motivated by immediate possession of products; therefore, digital products, such as music CDs and computer software, generated more demand than non-digital products. In general, consumers are more inclined to use Internet shopping for intangible products (e.g., computer software, music) than tangible products (clothes, toys) (Phau & Poon, 2000; Vijayasarathy, 2003). Most studies have focused on regular online shopping websites, not social media; thus, considering that social media commerce also involves e-commerce activities, we state the following: H2: In comparison to a non-digital product, a digital product will result in higher levels of Facebook users’ purchase intentions and their intention to accept Facebook as an e-commerce platform.3.3.Interaction effect between friend’s purchase history and product typeAs we discussed, social media provides cyberspace, where people communicate and share information. It enables users not only to maintain their existing network, but to establish new relationships. On social media, users easily influence and are influenced by other users, according to social impact theory. Although most studies have found that digital products were preferable to non-digital products in regular e-commerce websites (which are designed for facilitating purchasingtransactions), the social factor, such as a friend’s purchase history of the product, would play a rolein influencing the us ers’ intention to buy the product on Facebook or to use Facebook for a future purchase. Kooti, et al. (2016) argued that individuals tend to purchase the same products that are purchased by their friends. In that case, although the products are non-digital (e.g., jeans), if they are purchased by their social contacts, that knowledge would influence the user’s purchase intention. In investigating the effect of social factors in different product contexts, Choi, Lee, and Kim (2011) found that the impact of social presence on the intention to reuse a product was greater on hedonic products than utilitarian products. It shows the possible presence of an interaction effect between the presence of social factor (i.e., a friend’s purchase history) and the product type, leading to the following hypothesis:H3: There would be an interaction effect between the presence of a friend’s purchase history and product ty pe.4.Methods4.1.Sample and procedureA 2 (Social factor: the presence of a friend’s purchase history vs. no presence of history) ⅹ2 (Product type: Digital vs. Non-Digital Product) between-subjects experiment was conducted to examine the effects of presen ce of a friend’ purchase history and product type on the user’s intention to buy the products on Facebook (i.e., purchase intention ) and to use Facebook for future transactions (i.e., social commerce acceptance). We created four different versions of a Facebook mock-up page that showed a product (either digital or non-digital). The mock- up Facebook post about a product does notinclude any specific company name or movie title information, to rule out the brand effect of an existing famous brand or well-known movie title. The subjects were asked to imagine that Facebook has launched a new function for online purchases. The mock-up Facebook page is based on the real Facebook site skin image with a highlighted new function: a “buy” button, at the bottom of the product photo. The subjects were shown an announcement offering a pair of jeans or a streaming movie service.We recruited 152 undergraduate and graduate students and provided extra creditfor completing the survey, between Nov.1, 2015 and Jan.1, 2016. Participants (N= 152; female =98, male=54) were randomly assigned to one of four groups: a digital product (i.e., streaming movie) with a friend’s purchase history (group 1, N=37); a digital product without a friend’s purchase history (group 2, N=40); a non-digital product (i.e., jeans) with a friend’s purchase history (group 3, N=36); and a non-digital produc t without a friend’s purchase history (group 4, N=39). Subjects’ ages ranged from 18 to 27 (M=21.99). According to a Pew Research Center report (2015), 87% of people aged 18- 29 use Facebook, which is higher than 58% reported for the entire adult population . Seventy-four percent of college-educated people use Facebook. Given that, we deem that this student sample reasonably represents Facebook users in the United States.4.2.MeasuresIn the study, questions and items of measure were adopted from previous literature and were measured on the seven-point Likert scale, with “1” meaning “strongly disagree” and “7” representing “strongly agree.”Two of the four mock-up pages included one of the most common American names, John Smith (John is the second most common first name and Smith is the most common surname) as a friend’s name, so we could examine the effect of presence of a friend’s purchase history. Rega rding product type, jeans were chosen as the non-digital product and a streaming movie as the digital product.5.DiscussionAs social media is expected to grow as an e-commerce platform, this study has attempted to test the potential use of social media commerce, where users are able to buy products on social media sites, without leaving the sites, like /doc/1016319067.htmlor /doc/1016319067.html. In an attempt to unveil the factors that facilitate the potential use of social media commerce, this study investigated the effect of social factor and product type on Facebook users’ intention to use Facebook for purchasing produc ts.For this study, we tested two different types of products (digital product –a streaming movie, vs. a non-digital product –jeans) and a social factor (the presence offriend’s purchase history vs. the absence).First, we found that the presence of a f riend’s purchase history with product information generated neither a higher level of purchase intention nor social media acceptance, compared to no presence of friend’s purchase history, thus disconfirming H1. Although extant research of social media sugg ests a positive influence of friends’ messages on trust and purchase intention (Forma et al., 2008; See-To & Ho, 2014), messages from companies also have a positive and significant effect onconsumer behavior, especially social media-prone customers (Kumar, Bezawada, Rishika, Janakiraman & Kanna, 2016) like our survey respondents. Moreover, advertising messages from commercial sources affect consumer attitudes and purchasing intentions, whereas advertising messages from close friends only affect consumer attitudes (Yang, 2012). Schülze, Scholer & Skiera (2014) found that direct messages from Facebook friends had greater effectiveness than broadcast messages, but it is important to note that this study did not use direct messages from friends; instead we used a company message with a friend’s name and purchase history. Therefore, it is understandable that we did not receive the same effect, since the message was not directly from a friend.Second, this study found that digital products induced higher levels of both purchase intention and social media acceptance, compared to non-digital products, thus supporting H2. This finding is consistent with previous research that has shown consumers are more inclined to shop online for intangible products than tangible products (e.g., Phau & Poon, 2000; Vijaysarathy, 2003). This result implies that digital products, such as music or movies, are better for penetrating the social media commerce market than are non-digital products.Third, in the case of the digital product, this study found an interactive effect on acceptance of Facebook as an e-commerce platform. That is, the presence of a friend’s purchase history lowered Facebook users’ purchase intention toward the product they saw on Facebook.Like any research study, this study has several limitations. First of all, in terms of social factors, we tested the impact of presence of a friend’s purchase history. For thisstudy, we used a common American name as a friend’s name. Since it was not real, and random, it could influence the results. As discussed earlier, the social impact is critically influenced by strength, closeness, and the number of contacts (social impact theory; Latané, 1981). This limitation suggests tan approach to future study. That is, based on social imp act theory, future researchers can use the user’s actual friend’s name and make several groups base d on the user’s perceived closeness. Furthermore, based on the area of the friends’ expertise (e.g., Rachel is an expert of fashion, therefore her recommendation of the jeans would be trustable), the future study can further examine how this kind of social factor influences the users’ purchase intentions.Secondly, for the sake of simplicity, this study excluded the price factor, which is very important to consumers. Although we tried to rule out the brand name of the products (e.g., a brand of jeans, or a movie title), it is problematic to compare these products side by side since those products are very sensitive in terms of personal preferences. Therefore, it is important for future research to consider various aspects of products, considering the user’s usage or taste.In spite of several limitations, this study contains important practical implications. Contrary to the findings of social media studies, this study found that the social factor influences the user’s intention to purchase products on social media negatively. That is, when the friend’s purchase history was present, the user showed a lower level of purchase intention on Facebook than when the history was absent. Therefore, it is important for marketers to understand that the implementing of as social factor is sometimes risky or has no effect at all. As wediscussed in the Limitations section, it might be fruitful to examine the various levels of friendship (e.g., expertise or perceived closeness).Social media is not just an online community, where people meet, communicate, and share the information virtually. As the number of businesses using social media to promote products increases, and the number of social media, which seek to increase revenues grow rapidly, we hope this study will contribute to a better understanding of social media commerce for both marketers and consumers.中文译文：社交网站能成为电子商务平台吗？摘要社交媒体不仅仅是一个在线社区，人们可以在这里见面、交流和分享信息。

英语考试作文雅思写作满分范文丨新媒体的利与弊及其思路解析雅思写作高分范文能够让考生有效学习遣词造句的技巧，还能扩展词汇量。

对于基础薄弱的考生而言，背诵高分范文也是一个不错的选择。

除了能够快速提高语法的运用能力之外，还能积累大量的好词好句。

今天小站君为大家带来新媒体的利与弊的雅思写作高分范文。

希望能够帮助到大家。

雅思写作题目：News media are important in modern society. Why are they so important? Are their influences generally positive or negative?雅思写作题目讲解：本文建议采用五段式。

正文分三段，分别交代原因、好处、坏处。

原因：信息化时代information era的到来和全球一体化globalization的发展使得现代人越来越依赖于媒体传递的信息。

好处：新闻给人们提供了大量的信息。

关于国家的政治动向、政策变化的报道可以指导个人和公司的发展计划、投资理财;天气预报、路况信息等为个人的出行提供了指导;一些针对社会弱势群体的社会新闻也唤起公众的同情心，使有困难的人得到社会的帮助。

坏处：有些新闻来源不靠谱，特别是网络媒体。

由于人人都可以通过twitter之类的社交网站social networking site来传播信息，因此给谣言rumor的传播提供了可能。

有些媒体受政党控制，因此传递的是一些带偏见biased的消息，公众无法客观地从媒体中获取真相。

甚至有些无良记者unscrupulous journalists为了引起轰动sensation，通过捏造一些假新闻来吸引读者眼球。

结论：国家可以出台相关的法律法规related laws and regulations should be constituted，媒体应该进行自我审查impose auto-censorship，来规范媒体和记者的行为。

国内外现状新媒体初中英语
New media has become an important and vital part of our daily life. It
has not only dramatically changed the way we obtain information, but has provided us with a great platform to bond social relationships and to share
our thoughts. At the same time, it brings new challenges such as privacy, censorship and the creation of fake news. Let us review how far our society has come, and face the future together with optimism.
今天，新媒体正在改变我们的生活方式。

在国内外，多样化的新媒体对初中英语的影响也得到了快速发展。

一、国内
• 政府支持新媒体：政府对各类新媒体信息具有支持性。

相关部门不断采取措施支持新媒体的发展，昆明市也发布了关于支持教育类新媒体
的意见。

二、国外
• 技术与功能性升级：许多西方国家采用具有一定安全性和功能性升级，且对初中英语教育更加优化，可以支持初中学生独立学习，提高学习
效率和学习热情。

总之，新媒体对初中英语教育的影响正在每一个角落深入发挥着作用，新媒体教育古今中外的影响也正在不断壮大。

关于新媒体活动的英语作文With the rise of new media, various types of new media activities have emerged. These activities have become an important part of people's daily lives and have greatly enriched people's spiritual and cultural lives.Firstly, online shopping has become a popular new media activity. With the development of e-commerce, people can easily buy goods online. They can choose products from a wide range of options and enjoy the convenience of home delivery. Online shopping not only saves time and effort, but also provides a richer shopping experience.Secondly, social media platforms have become a popular way for people to communicate and share information. People can use social media to connect with friends and family, share their thoughts and experiences, and even find new friends who share similar interests. Social media has greatly expanded people's social circle and enriched their social lives.Thirdly, online entertainment has become an important part of people's leisure time. People can watch movies, listen to music, play games and other forms of entertainment online. These activities not only provide people with relaxation and entertainment, but also broaden their horizons and enrich their knowledge.In addition, online education has become an important way for people to learn. People can take online courses, attend webinars and seminars, and even obtain degrees online. Online education has greatly expanded people's access to education and provided them with more opportunities to learn and grow.However, new media activities also bring some challenges and risks. For example, online shopping may lead to fraud and privacy issues. Social media may lead to cyberbullying and addiction. Online entertainment may lead to excessive screen time and health problems. Online education may lead to the lack of face-to-face communication and interaction.Therefore, it is important for people to use new media activities wisely and responsibly. People should be aware of the risks and take measures to protect themselves. They should also balance their online and offline activities and maintain a healthy lifestyle.In conclusion, new media activities have greatly enriched people's lives and provided them with more opportunities and choices. However, people should use them wisely and responsibly to avoid the risks and challenges they bring.。

文献出处：大卫.希格尔.社交网络和大众传媒[J].美国政治学评论, 2013, 107(04): 786-805.Social Networks and the Mass MediaSIEGEL, DAVIDAbstract:How do global sources of information such as mass media outlets, state propaganda, NGOs, and national party leadership affect aggregate behavior? Prior work on this question has insufficiently considered the complex interaction between social network and mass media influences on individual behavior. By explicitly modeling this interaction, I show that social network structure conditions media's impact. Empirical studies of media effects that fail to consider this risk bias. Further, social network interactions can amplify media bias, leading to large swings in aggregate behavior made more severe when individuals can select into media matching their preferences. Countervailing media outlets and social elites with unified preferences can mitigate the effect of bias; however, media outlets promulgating antistatic quo bias have an advantage. Theoretical results such as these generate numerous testable hypotheses; I provide guidelines for deriving and testing hypotheses from the model and discuss several such hypotheses.The author thanks Jason Barabas, Jon Bendor, Ted Carmines, Jamie Druckman, John Freeman, Matt Golder, Sona Golder, Bob Jackson, Jenn Jerit, Kris Kanthak, Özge Kemahlioglu, Charlotte Lee, Valerie Martinez-Ebers, Adam Meirowitz, Scott McClurg, Will Moore, Chris Reenock, John Ryan, John Scholz, Jake Shapiro, Anand Sokhey, Jeff Staton, Jim Stimson, Craig Volden, Jon Woon, four very helpful anonymous reviewers, and audiences in the Political Economics group at the Stanford GSB, Political Science departments at FSU, GWU, Minnesota, Pittsburgh, and Stony Brook, and the Frank Batten School ofLeadership and Public Policy at UVa. Any errors are my own.To begin to answer this question, I develop a novel theory of aggregate opinion and behavior. The theory considers a heterogeneous population of individuals who must choose between dichotomous options. It incorporates the interaction of social network and mass media influences at the individual level; its key assumption is that the more others choose an option, the more one is apt to do so as well. In the theory, social networks provide information about the choices of those to whom one is directly connected, while the mass media provide (potentially biased) information about aggregate choice. The theory thus applies to, for example, voter turnout and political participation (e.g., Gerber, Green, and Larimer 2008; Lake and Huckfeldt 1998; Leighley 1990; McClurg 2003; Rolfe 2012), opinion formation (e.g., Beck et al. 2002; Druckman and Nelson 2003; Huckfeldt and Sprague 1995), protests and social movements (e.g., Kuran 1991; McAdam 1986), and vote choice (e.g., Beck 2002; Huckfeldt and Sprague 1995; Ryan 2011; Sinclair 2012; Sokhey and McClurg 2012).Three major results follow from this theory. All hold both when individuals treat media identically and when they select into media in line with their preferences. First, understanding the aggregate effect of the media generally requires considering social networks, because social network structure conditions media's impact. For example, additional weak ties between disparate social groups can reduce the media's impact, and the presence of unified social elites can eliminate the media's impact entirely in the aggregate. Empirical studies of media impact that fail to consider media's interaction with social networks risk bias.Second, social networks can amplify the effect of media bias. A biased media outlet that systematically under- or over-reports a poll of the population by a only a few percentage points can in some cases swing aggregate behavior (e.g., turnout or vote share) by over 20% in either direction due to positivefeedback within the network. Open advocates in the media can have a yet larger impact even when not comparatively influential. Unified social elites limit the effect of media bias, but cannot fully counter an advocate; selection into media, made ever easier with technological improvements, tends to enhance the effect of bias. We should therefore expect media bias to become increasingly important to aggregate behavior.AN INDIVIDUAL-LEVEL THEORY OF AGGREGATE BEHAVIORThough I present a theory of aggregate behavior, it is based on individual-level assumptions informed by what we know about the way personal characteristics, social networks, and mass media outlets affect individual behavior. Due to this, the theory can explore the effect that interactions between these three factors have on aggregate behavior. As importantly, the theory incorporates empirically realistic heterogeneity across people in all three factors.Additionally, people are exposed to individuals, groups, and organizations external to one's network, such as mass media outlets, state propaganda, national party leaders, NGOs, and Internet personalities. These outlets can provide information, increasing political knowledge.As this small sampling of large literatures indicates, individuals' decisions are influenced by the information they obtain via both local social networks and global media outlets. However, comparatively little scholarship has explored the three-way interaction of personal characteristics, social networks, and media In the second type of bias, which I call advocacy, the media outlet simply states a preference for one of the options, providing no information about aggregate support. The goal in advocacy is to sway the population toward one or the other option. As before, many goals could underlie advocacy beyond just the support of a biased media outlet's preferences. Advocacy represents the editorial power of the media or the influence of an external actor; it is a "one-message" model (Zaller 1992).I focus my analysis in all three sections on the case in which one of the two options is the status quo, and all individuals begin supporting it. For political participation and social movements, the status quo is not participating. For opinion formation and vote choice, the status quo is an existing option such as a policy in place or an incumbent politician, as contrasted with an alternative such as a newly proposed policy or a challenging politician. For simplicity I subsequently call participation the option that is not the status quo; this should be read as "participation in support of" the option that is not the status quo in contexts other than political participation or social movements.In my analysis I simultaneously vary media strength, network properties, media bias, and, for two outlets, the strength of the L outlet. Though I keep my analysis to two biased outlets, it can easily be extended to multiple biased outlets with the addition of parameters dictating their relative strengths.社交网络和大众传媒大卫·西格尔摘要：大众媒体，有很多种类，比如有国家宣传、非政府组织和国家党领导等，诸如此类的环球资源等信息是如何影响聚合行为的呢?之前在这个问题上的一些探索研究，特别是关于社交网络之间的复杂的相互作用和大众媒体对个人行为的影响研究显得不够深入。

2014年国际新媒体研究综述本文版权归《全球传媒学刊》编辑部所有，转载请注明出处。

2014年国际新媒体研究综述Review of International New Media Research in 2014戴佳摘要本文针对三份国际权威刊物《传播学刊》(Journalof Communication ) 、《新媒体与社会》(NewMedia & Society) 和《计算机辅助传播学刊》(Computer-mediatedCommunication) 2014年发表的新媒体传播的研究论文进行综述。

综述按照传播的三个核心功能：组织、社交与媒介化功能来组织，旨在阐明国际传播学界新媒体研究的新动向。

关键词《传播学刊》《新媒体与社会》《计算机辅助传播学刊》新媒体研究2014年对于新媒体传播来说，有着里程碑的意义。

这一年，社交媒体的代表Facebook历经十年的发展，从新兴走向成熟，人类的交往行为由此发生改变；传统媒体的销量、受众群与影响力均逐渐式微，正在被新媒体超越；移动媒体的蓬勃发展正孕育前所未有的交往与传播的契机。

国际传播学界如何考察与理解新媒体环境下的传播现象？学术思考能为我们厘清现象、触摸本质提供哪些借鉴？本文选取国际传播学界传播与新媒体研究领域具有较高影响因子的三份刊物《传播学刊》(Journalof Communication ) 、《新媒体与社会》(NewMedia & Society) 和《计算机辅助传播学刊》(Computer-mediatedCommunication)，针对其2014年发表的所有涉及新媒体传播的共100多篇文章，从传播的三个核心功能：组织、社交与媒介化三个方面对新媒体研究进行梳理与综述。

一、新媒体的政治与社会组织功能互联网及新媒体技术的出现，促进了信息的平等、快速、广泛传播，并培养了网络空间中的参与和共享精神。

因此，人们认为它具有促进公民参与政治的潜力，并由此提升信息透明和社会民主。

中英文对照外文翻译(文档含英文原文和中文翻译)译文：并非所有的社交媒体都是一样的：分析机构的社交媒体使用模式摘要：本研究探讨了组织如何使用消费者关系管理的各种社会媒体应用。

基于聚类分析，317组织的社会化媒体的使用模式进行了分析。

六组的组织是按照主要用于各组织的社交媒体应用程序鉴定网络版。

在第一个三组主要采用了单一的社会媒体应用（博客，社交网站，或者部件）与客户沟通，而第二三组采用多种社会化媒体应用中，常与可视化，虚拟化，或交互式协作的重点。

此外，该研究发现，企业倾向于使用具有双向通信能力社交媒体应用。

这些发现的理论和实际意义将在本文讨论。

1.引言随着业务的新媒体技术的日益显着性，企业现在正在使用新媒体工具战略性地以满足其不同客户的需求。

越来越多的新媒体技术提供能力，使企业能够为他们的客户提供了许多新的服务。

认识到使用新媒体技术的优势，大多数企业已经开始在诸如内部结构，管理系统，以及广告和公共关系（帕夫利克，2007）地区实施新的媒体技术。

特别是，组织已经以惊人的速度（巴恩斯，2008年）通过社交媒体，因为社交媒体使客户能够轻松地与组织沟通回来，来回跟上最新在它的新闻，使投诉和查询，访问聊天功能。

针对这一行业发展趋势的研究人员进行了有关社交媒体应用的研究。

首先，研究一个流（例如，格鲁尼格，2009年，卡普兰和Haenlein，2010; Lietsala和Sirkkunen，2008年，菲利普斯，2009年）已要求基于其独特的特点脱科幻NE 的应用是什么样的社会媒体和分类类型的社交媒体应用。

另一个研究流（例如，布里奥内斯等，2011; Rybalko和塞尔策，2010;沃特斯等人，2009年）取得了相当大的努力，以确定哪些类型的社交媒体应用组织正在使用以及如何特定网络C型社会媒体有助于创造和维护组织与顾客之间的关系。

但是，因为它不能提供企业的整体社交媒体使用率巳燕鸥的图片该项研究的限制范围内，特别是企业如何采用以组合的方式不同的社交媒体应用程序，以最大限度的协同效应。

通过社交媒体进行众筹外文翻译2019-2020英文Crowdfunding success through social media: Going beyondentrepreneurial orientation in the context ofsmall and medium-sized enterprisesArvin Sahaym, Avimanyu Datta，Stoney Brooks AbstractThis study examines how entrepreneurial orientation (EO) works through firm managers’ perceived contribution of social media (CSM) and influences crowdfunding success in the context of pre-existing Small and Medium-sized Enterprises (SMEs). As a construct, EO has evolved over the last three decades. We build on recent conceptualizations where it is posited as a behavioral construct that motivates directed actions. We propose that EO fosters actions and routines that predict crowdfunding campaign success, and that this relationship is mediated by the perceived contribution of social media to a firm's campaign success. To test these assertions, we surveyed professionals from 322 firms who had conducted crowdfunding campaigns. We created and validated our own 7-item scale for crowdfunding success where we used pre-existing scales for EO and CSM to test our assertions. We found that the CSM mediates the relationship between EO and crowdfunding success (CFS). These findings contribute to the literature on strategic entrepreneurship,innovation, and media strategy.Keywords：Entrepreneurial orientation，Social media，Crowdfunding，Survey，Strategy，EntrepreneurshipIntroductionCrowdfunding is emerging as one of the more effective financing as well as marketing methods used by diverse entities to fund and market ideas and products by reaching out to investors at relatively small levels but on a large scale (Brown et al., 2017, Parhankangas et al., 2019). Crowdfunding campaigns run for a specific amount of time on internet-based platforms such as Kickstarter and indiegogo and are considered successful based on whether their funding goals have been met. Beaulieu, Sarker, and Sarker (2015) extensive review of the literature shows that “this may prove to be too simplistic of a view and does not consider the events a fter the campaign ends.” While some campaigns consider themselves successful simply by meeting a fundraising goal, those with further benchmarks consider the extent to which they could diffuse their novel ideas via social media. This study broadens the scope of crowdfunding success by developing a scale that incorporates questions about the awareness of products, additional funding, enhanced contributions, and savings in cost and time along with fundraising goals. For the most part, crowdfunding has been used by firms who depend on the success of crowdfunding initiatives. Not a lot ofeffort is expended in detecting the antecedents of crowdfunding from the perspective of small and medium-sized enterprises (SMEs), which may have existed prior to its crowdfunding initiatives—SMEs are organizations with less than a thousand employees and annual revenue of less than $1 billion (Gartner, 2018). This paper is the first of its kind to examine the antecedents of crowdfunding success for SMEs.As a rule, the average number of employees and crowdfunding amounts are higher than the typical averages on platforms like Kickstarter or Indiegogo. We did not sample nascent ventures whose existence relies on the success of a single crowdfunding campaign. Rather, we sampled pre-existing SMEs that used crowdfunding to launch new products/ideas. For these, the average number of employees and funds raised would be higher than most Kickstarter or Indiegogo averages, which include many small projects and businesses with less than ten employees.Although crowdfunding projects by SMEs are entrepreneurial in nature, SMEs that are entrepreneurially oriented will be particularly positioned for crowdfunding success (Covin and Miller, 2014, Covin and Slevin, 1989). This is because EO’s sub-dimensions of innovativeness, proactiveness, and risk taking behavior inherently reflect proclivity toward exploring and using novel applications such as social media for crowdfunding success. However, managers’ perceived contribution of social media to a firm's campaign success plays an important role inSMEs’ effectively deploying social media. On one hand, social media enables diffusion of innovations, the creation of buzz and viral marketing movements, and fundraising. On the other hand, social media has a dark side that facilitates misrepresentation and misinformation about both the product and firm that could spread around the world in real time and influence public perceptions negatively (Dwivedi et al., 2018). Researchers have yet to fully examine the influence of EO and social media on crowdfunding (Gathungu et al., 2014, Parhankangas et al., 2019, Renko et al., 2019).This study begins by examining the role of entrepreneurial orientation on SMEs' crowdfunding campaigns. WWe investigate how innovativeness, proactiveness, and risk-taking influence leveraging social media as it permeates all of the business over time. After considering the role of social media in the modern economy and how entrepreneurs are increasingly turning to internet-based platforms for funding, we explore how firm managers’ perception about the contribution of social media helps in crowdfunding campaign’s success (Datta, Sahaym, & Brooks, 2019). In essence, we ask: how the presence of EO in an SME shapes its managers’ perception abo ut the contribution of social media and how this perception helps in crowdfunding campaign’s success?Building on the premise that even small firms can use social media to diffuse information about their campaigns and engage with customers(Aral, Dellarocas, & Godes, 2013), we believe that EO and managers’ perception about the contribution of social media (CSM) may send positive signals to potential funders about a firm’s products, business prospects, and the ability to reconfigure resources to shape the market. Specifically, we propose that EO may influence crowdfunding campaign success; and that this relationship is mediated by managers’ perceived contribution of social media. To our knowledge, ours is among the first studies to examine the relationship between EO, CSM, and CFS.As such, we go beyond the literature that has generally associated crowdfunding with pre-organizational entrepreneurs, those seeking funding for specific innovations who have yet to engage in firm formation. Although such studies have mostly focused on crowdfunding at the pre-firm level and have made important contributions, ours looks at SME crowdfunding, that is, crowdfunding specifically conducted by already existing small and medium-sized enterprises. Our context is particularly appropriate to examine the research question because SMEs, by definition, are relatively better-off both in terms of human as well as financial capital than the entrepreneurs in pre-organizational stage or even nascent ventures who generally seek funds for a specific idea (e.g., Mayer-Haug, Read, Brinckmann, Dew, & Grichnik, 2013). Further, SMEs, by design, are more advanced in the organizational life cycle having had opportunities to develop entrepreneurial orientation over timeas compared to early stage entities. In general, SMEs are relatively more diversified in terms of product-markets as well. In view of the above, we build on the premise that entrepreneurially oriented SMEs will be inclined to leverage social media platforms and achieve crowdfunding success through them. In addition to enhancing our knowledge of these phenomena, we respond to scholarly calls to examine these relationships. Covin and Miller (2014, p. 12) have called for examining the role of EO from the context of young firms2 (startup or otherwise), asking scholars to look beyond “view[ing] EO as a phenomenon associated with corporate entrepreneurship.”Our theoretical framework is based on a sample of 322 small and medium-sized firms (SMEs) that have experience with crowdfunding campaigns. We provided survey instruments to Qualtrics Panels (a division of Qualtrics, a web-based survey research company) designed to survey professionals at SMEs. While crowdfunding has traditionally been used as a generic term in the context of pre-organizational entrepreneurs, our context is SMEs that have existed prior to taking on crowdfunding initiatives. This research contributes to the literature by showing that EO may advance a firm’s ability to succeed in crowdfunding campaigns. Our results add to the literature by demonstrating that although EO is important to crowdfunding success, its full effect on crowdfunding success is revealed through firm managers’ perceptions regarding howsocial media contributes to crowdfunding campaigns. Our findings confirm that in a connected world, where boundaries between firms, users, and developers are shrinking and where firms must become more innovative, managers’ perceptions about the contribution of social media in crowdfunding campaigns can make a substantial difference in a campaign’s success. In addition, we identified some risks associated with crowdfunding campaigns from the standpoint of intellectual property and ownership of ideas (e.g., Da Cruz, 2018, Meoli et al., 2019, Wells, 2013).Next, we discuss theory and hypotheses development, present data and methods, discuss the results of our study, and conclude with a discussion of findings. Overall, we believe that our findings contribute to the literature on strategic entrepreneurship, media strategy, innovation, and public policy.Theory and hypotheses developmentEntrepreneurial orientation as an attribute of an organizationWe build on Covin and Wales (2018) assertion that“There’s broad agreement that EO is an attribute of organizations…We believe it is u seful to conceive of EO as an attribute of an organization that exists to the degree to which that organization supports and exhibits a sustained pattern of entrepreneurial behavior reflecting incidents of the proactive new entry. Here, the phrase new entry is used in reference to product, service, technological, market, or businessmodel innovation, with the proactive element indicating the timing of the innovation relative to conditions existing—or the state of external referents—when the new entry occurs. EO according to Miller/Covin and Slevin’s conceptualization is reflected in the shared variance of risk taking, innovativeness, and proactiveness (more specifically, EO is reflected in the shared variance of the behavioral manifestations of these process es)” (pp. 2–3).Entrepreneurial orientation (EO) is a composite construct of a firm’s processes, structures, and behaviors of firms that are characterized by innovativeness, proactiveness, and risk taking (Covin and Slevin, 1989, Stam and Elfring, 2008). Covin and Miller (2014) state that “firms that are most successful are able to continually renew their resources and capabilities while building on cumulative strengths” (p. 11).We propose that EO characteristics in the form of innovativeness, proactiveness, and risk taking may enable firms to reconfigure and enhance potential resources and capabilities, and influence crowdfunding campaigns’ success. We argue that a firm’s EO, which is behavioral in nature and defined by firm actions, may influence how managers perceive the potential contribution of social media in campaign success and deploy it in order to achieve specific outcomes in crowdfunding success.Crowdfunding campaign successTraditionally, a crowdfunding campaign’s success has been viewedthrough the lens of meeting a funding goal set by an entrepreneur at the beginning of the campaign. This is consistent with the design of crowdfunding platforms such as Kickstarter as well as the definitions that focus on fundraising. For example, a broader definition of crowdfunding suggests that “with crowdfunding, an entrepreneur raises external financing from a large audience (the 'crowd'), in which each individual provides a very small amount, instead of soliciting a small group of sophisticated investors” (Belleflamme, Lambert, & Schwienbacher, 2014, p. 610). A narrower definition of crowdfunding posits that “crowdfunding refers to the efforts by entrepreneurial individuals and groups – cultural, social, and for-profit –to fund their ventures by drawing on relatively small contributions from a relatively large number of individuals using the internet, without standard financial intermediaries” (Mollick, 2014, p.2).Acknowledging that these definitions build a foundation for a deeper investigation of campaign success, we began with the premise that measures of success in crowdfunding are multidimensional, that is, they have more facets than just ‘funding goal criteria’ particularly when traditional firms engage in this pursuit (Anglin, Wolfe, Short, McKenny, & Pidduck, 2018). Crowdfunding initiatives contribute to sharing ideas with the crowd, increasing awareness of a product, attracting contributors to a project, and saving the campaign time and money (Da Cruz,2018, Meoli et al., 2019, Wells, 2013, Mollick, 2014; Mollick & Kuppuswamy, 2014; Mollick & Robb, 2016).In the context of SMEs, crowdfunding has been used for marketing, specifically to invite ideas at the conceptual stage of a new product, create virtual word of mouth marketing as well as buzz about new projects in the early stages of development. This is especially important for projects hoping to create an ecosystem of complementary products. Media attention may surround a good crowdfunding campaign, which can be beneficial to founders. Thus, the goals of crowdfunding are not limited to fundraising but may include increased awareness, attracting contributors, and saving time and money as opposed to seeking funds from alternate sources (Mollick, 2014).Building on these concepts, we propose that crowdfunding campaign success refers to the degree with which a crowdfunding campaign has met the goals of the founder (e.g., entrepreneurs or firms such as SMEs, in our context) and those of the funder; meaning the scope of success is multidimensional. This is particularly relevant in our context of SMEs, which echoes a corporate viewpoint rather than traditional crowdfunding, which reflects pre-organizational entrepreneurship. To that end, this study is among the first to investigate the antecedents of crowdfunding success for firms that existed before a crowdfunding initiative.While all types of crowdfunding, i.e., rewards-based crowdfunding,donation-based crowdfunding, equity crowdfunding, and debt crowdfunding, aim at raising funds and raising awareness, we focused on reward-based crowdfunding as it has the highest distribution in terms of goals and average contribution per backer (Beaulieu et al., 2015, Moritz and Block, 2015). Rewards-based crowdfunding overlaps with royalty-based crowdfunding, donation-based crowdfunding, and peer-to-peer crowdfunding and may provide generalizability for our findings. At the same time, we acknowledge that their applicability in terms of other types of crowdfunding such as equity-based or micro-finance remains an empirical question for future research to address.Entrepreneurial orientation and crowdfunding campaign successEntrepreneurial orientation has been defined as “the simultaneous exhibition of innovativeness, proactiveness, and risk taking” (Stam & Elfring, 2008, p. 181) and “is reflected in the shared variance of…the behavioral manifestations of these processes (Covin & Wales, 2018).” As such, EO captures an organization’s strategic entrepreneurship, managerial philosophies, and entrepreneurial behaviors.Innovativeness is a cognitive form of creative problem solving, highlighting the ability to produce innovative products and processes(Chen, Chang, & Chang, 2015; Woodman, Sawyer, & Griffin, 1993). Within our context, firms use innovative crowdfunding campaignsin order to introduce new product lines and breakthroughs(Chen et al., 2015; Kirton, 1976). A firm is said to be proactive when it actively pursues emerging opportunities by monitoring trends and forecasting market demand (Chen et al., 2015; Dess & Lumpkin, 2005; Lumpkin & Dess, 1996). Such proactiveness is often a function of creative development, requiring a consistent focus and uninterrupted flow of ideas(Chen et al., 2015; Shalley 1995). Risk-taking ability is reflected in the strategic actions a firm may take in the face of uncertainty (Chen et al., 2015, Covin and Miller, 2014). Risk-taking encompasses a willingness to act audaciously, seizing on opportunities without the assurance of success.A firm’s ability to develop campaigns that showcase innovative p roducts, stay proactive, and take risks can help it “identify new opportunities with potentially large returns, target premium customers, and obtain first-mover advantages” (Engelen, Gupta, Strenger, & Brettel, 2012). EO enables firms to anticipate and act on future changes in the external environment, and the willingness to undertake investments with uncertain outcomes (Brouthers, Nakos, & Dimitratos, 2015). The three attributes of EO, namely innovativeness, proactiveness, and risk-taking are all at the firm level and as such, cannot exist prior to the existence of the firm.We contend that a crowdfunding campaign for pre-existing SMEs designed to generate capital goes along with targeting premium customers and gaining a first- or early-mover advantage. A firm with a high degreeof innovativeness, proactiveness, and risk taking (entrepreneurially oriented, henceforth) constantly scans for new business opportunities and keeps innovating while taking risks as it strives to develop creative campaigns to introduce its products (Datta, Mukherjee, & Jessup, 2015). Such an entrepreneurial bent does not end with creative campaigns or raising capital beyond traditional means. Innovativeness is also reflected in a flexible disposition, designed to engage in creativity and experimentation.An entrepreneurially oriented firm will also leverage the crowd (customers, suppliers, informal investors/microlenders) for input into the development of an effective campaign and new products. Such ventures disseminate information about their projects and promote them to online communities, generating further support. When such a firm engages via crowdfunding, individuals can see, review, and even use products before they become available to the public. Early access allows funders to participate directly in the development of a product, not only designing effective campaigns but meeting project goals (Agrawal, Catalini, & Goldfarb, 2014). Early participation makes backers feel responsible for some of the success of a crowdfunding campaign (desire for patronage), as they strive to be part of a communal social initiative (desire for social participation), and seek monetary participation (desire for investment)(Fisk, Patrício, Ordanini, Miceli, Pizzetti, & Parasuraman,2011; Mollick, 2014).Discussion of findingsA key finding of our study is that managerial perceptions of potential contributions of social media mediate the relationship between entrepreneurial orientation and crowdfunding success since firm innovativeness, proactiveness, and risk-taking behaviors are more effectively leveraged through social media in the modern era. Such mediation confirms our assertion that CSM enables information diffusion, knowledge exchange, feedback-based learning, generation of innovative ideas, customer relationship management and signaling; and that the relationship between EO and CFS more completely manifests through CSM.First, the positive result between EO and CFS shows that a firm’s ability to remain proactive and innovative and its propensity to take risks positively affect its ability to taste success in its crowdfunding campaigns. Second, the support for the relationship between EO and CSM confirms our assertion that in an information age a firm having EO is well positioned to benefit from the managerial perceptions about social media and may use it to incorporate users’ innovative ideas, learn about industry environment and future trends, and spread awareness about products. Such an SME could also learn about any potential competition, and scan the external environment. Third, support of a positive relationshipbetween CSM and CFS confirms our position that firms’ perception of the potential contribution of social media can facilitate information exchange about new products between design teams and stakeholders, including potential customers, and that the firm will benefit from innovative ideas derived from diverse sources and lay the groundwork for monetizing a concept. Fourth, the mediation among EO, CSM, and CFS shows that CSM is a mechanism through which EO more fully affects the CFS.ConclusionCrowdfunding as a phenomenon is mainly studied in the context of pre-organizational entrepreneurs, that is, entrepreneurs seeking the funding of specific innovations who have yet to form firms. We looked at antecedents of crowdfunding initiatives (especially crowdfunding campaign success, CFS) for SMEs. Using a sample of 322 SMEs, we found that both entrepreneurial orientation and the manager’s perceived contribution of social media played a crucial role in determining CFS. We concluded that although EO is associated with CFS, its full effect is generally revealed through a firm’s CSM in crowdfunding campaigns. In a connected world where the boundaries between firms, users, and developers are shrinking and where firms need to become more innovative, firm managers’ perceptions of the contribution of social media to crowdfunding campaigns can make a substantial difference in a campaign’s success.中文通过社交媒体进行众筹：创业型中小企业的研究摘要这项研究探讨了创业导向（EO）如何通过公司经理对社交媒体（CSM）来发挥作用，以及如何在已有中小企业（SME）的情况下影响众筹成功。