社交电商中UGC虚假种草的反向营销对策研究——基于危机传播理论
Research on Reverse Marketing Strategies for Countering Fake UGC Recommendations in Social E-Commerce—Based on Crisis Communication Theory

社交电商市场规模日渐扩大，用户生成内容(UGC)成为流量转化的核心动力，但其衍生的虚假种草等问题导致平台与品牌陷入信任危机。传统营销策略因用户抵触心理失效，亟需探索信任修复路径。本研究基于情境危机传播理论(SCCT)与反向营销理论，剖析UGC虚假种草的危机生成机制与演化规律，提出“反向营销策略矩阵”，旨在将危机转化为品牌信任重构的契机。研究结论表明，反向营销通过“危机透明化–用户赋权–生态共治”机制可以实现信任再生产，其创新性在于以消费者为中心构建双向互动与共治模式。本文为社交电商平台与品牌化解信任危机提供了理论框架与实践路径，同时丰富了危机传播理论在数字化场景中的应用边界。
The social e-commerce market is expanding steadily, and user-generated content (UGC) has emerged as a pivotal driver of traffic conversion. However, issues such as fraudulent marketing practices (e.g., fake product endorsements) have triggered a trust crisis between platforms and brands. Traditional marketing strategies have faltered due to consumer skepticism, necessitating urgent exploration of trust restoration pathways. Grounded in the Situational Crisis Communication Theory (SCCT) and counter-marketing theory, this study dissects the crisis formation mechanisms and evolutionary patterns of UGC-driven deception, proposing a “Counter-Marketing Strategic Matrix” to transform crises into opportunities for rebuilding brand trust. Findings reveal that counter-marketing fosters trust reproduction through a “crisis transparency-user empowerment-ecological co-governance” framework, with innovation rooted in consumer-centric bidirectional interaction and co-governance models. This research provides theoretical and practical frameworks for resolving trust crises in social e-commerce, while expanding the application boundaries of crisis communication theory in digital contexts.