社会资本理论视角下电商公益营销运作机制研究
Research on the Operational Mechanism of E-Commerce Cause-Related Marketing from the Perspective of Social Capital Theory

在数字经济与公益事业深度融合的背景下，电商平台已成为企业践行社会责任、进行公益营销的重要载体。近年来行业涌现出诸多优秀公益案例，其背后是否具有共性运作规律？本研究基于社会资本理论视角，以其核心概念社会网络为切入点展开探讨。研究发现，电商公益营销的运作机制呈现三重维度：结构维度上，依托用户社群网络与跨界资源整合构建公益生态联盟，实现高曝光推广与低成本运营；关系维度上，通过信任强化机制与互惠规则设计，推动利益相关方价值共创，增强信任关系与互动效能；认知维度上，运用符号化内容传播与沉浸式体验场景，塑造公益文化认同并构建营销文化生态。研究表明，社会资本理论构建的“资源整合–关系维护–价值内化”分析框架，既能提升公益营销的社会影响力与商业可持续性，也为数字时代的公益营销理论创新提供了新范式，兼具学术价值与实践指导意义。
Under the background of the deep integration of the digital economy and public welfare undertakings, e-commerce platforms have become important carriers for enterprises to practice social responsibility through cause-related marketing. In recent years, many excellent public welfare cases have emerged in the industry. Is there any common operational pattern behind them? Based on the perspective of social capital theory, this study takes its core concept of social network as the starting point for discussion. The study finds that the operational mechanism of e-commerce cause-related marketing presents three dimensions. In the structural dimension, relying on user community networks and the integration of cross-border resources, a public welfare ecological alliance is constructed to achieve high-exposure promotion and low-cost operation. In the relational dimension, through the design of trust reinforcement mechanisms and reciprocal rules, the value co-creation of stakeholders is promoted, and the trust relationship and interaction efficiency are enhanced. In the cognitive dimension, by using symbolic content dissemination and immersive experience scenarios, the identification of public welfare culture is shaped, and a marketing cultural ecosystem is constructed. The study shows that the analytical framework of “resource integration - relationship maintenance - value internalization” constructed by social capital theory can not only enhance the social influence and commercial sustainability of cause-related marketing, but also provide a new paradigm for the theoretical innovation of cause-related marketing in the digital era, which has both academic value and practical guiding significance.