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自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果 作者： 黄敏学 1 姚舜禹 1 刘茂红 2 作者单位： 1. 武汉大学 经济与管理学院 市场营销与旅游管理系, 武汉 430072 2. 武汉科技大学 管理学院, 武汉 430081 提交时间： 2023-03-27 摘要: 企业为了促进产品推广, 不惜重金聘请名人为产品代言。已有的文献主要探究名人代言的自强型模式, 很少研究名人代言的自嘲型的表达方式。本文则基于社会影响理论和产品差异理论探究了两种类型名人代言在不同产品情境下对消费者口碑推荐的影响。通过二手数据分析和实验法研究发现：自强型的名人代言更有利于提升消费者对享乐型产品的口碑推荐; 自嘲型的名人代言更有利于提升消费者对实用型产品的口碑推荐; 自强型的名人代言主要是通过强化其规范性影响, 进而增强消费者对享乐型产品的口碑推荐; 自嘲型的名人代言主要是通过强化其信息性影响, 进而增强消费者对实用型产品的口碑推荐。 Abstract: Recent years have witnessed the increasing prevalence of celebrity endorsement as advertising in China. The reason for this increased prevalence is that celebrity endorsements can boost the credibility and attractiveness of advertisements and therefore lead to increased profits for companies in most cases. In the social media environment, the influence of celebrities is amplified remarkably by the following of their fans. Previous studies have demonstrated that the effect of celebrity endorsements is mostly positive or self-enhancing. However, this effect does not always apply in social media platforms. For example, several celebrity endorsements actually contain self-deprecating content. In this study, we explored the role of self-enhancement and self-deprecation in celebrity endorsement effectiveness and examined their impact on consumers’ intent to share. Furthermore, we introduce the moderating effect of product types, namely, whether a product is utilitarian or hedonic. To obtain preliminary insights, we collected 86 micro-blog posts with celebrity endorsements and coded them as either self-enhancing or self-deprecating posts. Analysis of secondary data showed that consumers shared numerous self-enhancing celebrity endorsement posts with regard to hedonic products, and consumers shared many self-deprecating celebrity endorsement posts with regard to utilitarian products. Subsequently, we conducted laboratory studies to validate our hypothesis further. First, we performed a robust test on the effect of different celebrity endorsements on consumers’ intent to share. The results of the two types of celebrity endorsements (self-enhancing and self-deprecating) indicated the effect of self-deprecating celebrity endorsement on consumers’ intent to share was stronger than that of self-enhancing celebrity endorsement. Second, we examined the interactive effect of celebrity endorsements and product types and the mediating role of social influence. As expected, the 2 (celebrity endorsements: self-enhancing vs. self-deprecating) × 2 (product types: utilitarian vs. hedonic) subject design experiment suggested that participants in the utilitarian product condition were willing to share self-deprecating content, and this effect was caused by informative influence. On the contrary, participants in the hedonic product condition were willing to share self-enhancing content, and this effect was driven by normative influence. Our research contributes to literature on celebrity endorsement in social media by focusing on consumers’ sharing intention rather than purchase behavior. First, this research explores whether self-deprecating celebrity endorsement can strengthen consumers’ intent to share or not. Second, this study provides a new perspective on celebrity endorsement by differentiating its content into two types: self-enhancing and self-deprecating. Third, this research examines the impact of product difference in celebrity advertisement. It reveals that consumers in different product conditions might share different celebrity endorsement advertisements. Finally, we demonstrated the mediation mechanism of the interaction between celebrity endorsement and product type by examining consumers’ sharing intention. Aside from this empirical demonstration, our research also presents many useful implications for companies with regard to the design of celebrity endorsement. 名人代言 产品类型 规范性影响 信息性影响 口碑推荐 期刊： 心理学报 分类： 心理学 >> 社会心理学 引用： ChinaXiv:202303.08554 (或此版本 ChinaXiv:202303.08554V1 ) DOI:10.3724/SP.J.1041.2018.00907 CSTR:32003.36.ChinaXiv.202303.08554.V1 推荐引用方式： 黄敏学,姚舜禹,刘茂红.(2023).自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果.心理学报.doi:10.3724/SP.J.1041.2018.00907 版本历史 [V1] 2023-03-27 16:00:27 ChinaXiv:202303.08554V1 下载全文

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《再婚》又名《二婚》。一场婚姻的失败，一夜荒唐的放纵，我跟大学的学长再次有了交集。我受过婚姻的伤，对婚姻失去了信心，可他却用他的温情重新点燃了我对爱情，对婚姻的希望。这一路的婚途漫漫，是他陪伴着我披荆斩棘！

纫针毕竟是宫里呆过的，皇帝李煜又是个音乐迷，所以她对乐曲也颇为了解，低声说：“夫君，她们两个弹的是同一首曲子《山顶望陆》，是唐明皇制的曲子

传媒技术与传媒思维 作者： 瞿榕 1 作者单位： 1. 上海大学上海温哥华电影学院 提交时间： 2023-10-08 摘要: 所谓传媒技术,换言之便是信息技术,主要是指将相关信息运输到传播媒介领域中的信息化技术。从当前情况来看,被人们应用过的传媒媒介包含了多个方面,分别是语言传媒、广播传媒、电视以及互联网传媒,而传媒技术也涉及到了多种类型,比如印刷技术、造纸技术、广播技术和量子传媒技术等。思维是人们在社会生产期间为了实现目标而对相关问题进行的探究和分析,思维属于人们运动的一个过程,包含了灵感思维、抽象思维和形象思维。结合我国传媒经济的发展情况来看,未来的传媒经济发展属于一项体系性的战略。在本文中,重点探究了传媒技术和传媒思维。 传媒技术 传媒思维 融合 期刊： 中国传媒科技 分类： 数字出版 >> 新媒体 引用： ChinaXiv:202310.01331 (或此版本 ChinaXiv:202310.01331V1 ) DOI:10.19483/j.cnki.11-4653/n.2019.11.015 推荐引用方式： 瞿榕.(2023).传媒技术与传媒思维.中国传媒科技.doi:10.19483/j.cnki.11-4653/n.2019.11.015 版本历史 [V1] 2023-10-08 14:23:00 ChinaXiv:202310.01331V1 下载全文

如果此书侵犯了您的权益，请点击访问作者版权投诉快速通道 新书《抽卡的玄学地理》有约！罗锦言重生了，可惜早了十年！前世那个凶残皇帝还是明君，被她恨得咬牙切齿的当朝首辅竟然是个小毛贼，而那些贱人杂碎们还不知在哪里窝着。罗锦言看着自己那二十四孝的亲爹，生女当生罗氏女，既然我回来了，那这一世很多人的命运都要改一改了。《大渎入海处遇故人》小说推荐： 神医嫡女 、 欢喜记 、 重生之将门毒后 、 再生缘：我的温柔暴君 、 锦衣香闺 、 盛世荣宠 、 我就是这般女子 、 非我倾城：王爷要休妃 、 侯门嫡女如珠似宝 、 穿越之误入皇子书院 、 东宫 、 清穿日常 、 清宫熹妃传 、 妃嫔这职业 、 扶摇皇后 、 空间小农女 、 盛世芳华 、 陆家小媳妇 、 快穿之推倒神 、 宫斗不如养条狗