金狮贵宾会下载APP_埃里希·玛丽亚·雷马克_金狮贵宾会下载APP最新章节_在线阅读-小说频道

浓情烈爱

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

哈哈辣沙雕

取名什么的最讨厌

二刷诶嘿嘿

生菜生菜生菜君

我嘞个豆是不是之前被埋雪里的同伴

析贝

二刷了看到“全文完”还是会有点失落，就像老朋友渐渐从我的视角里淡出，我想说添望你们幸福就好不知不觉某某已经陪伴我707天了，这真的是一部可以给人力量的作品前两天状态特别差每天过的浑浑噩噩，天天吵架当时还很自卑。但是我看完这本书后，我的心里好像落了什么东西，满脑子都是我要去南京看看他们，日记本上藏着我对南京的憧憬。之后我就看开了，我学着江添那样沉着冷静，开始向上生长向他们靠拢，我不会再看别人的奖状了，因为我自己也有。因为家庭原因，我比同龄人早熟很多，要打算很多过的也很累，但还好有添望在。真的很感谢酥梨创造出这部作品，让我越来越好，越来越相信自己。我是个很平淡的人，我也没想到我看了小说后会有那么浓烈的情感，会记一本书那么久，现在添望在我脑海里依然鲜活你们一定要一直幸福下去我前几天刚中考完啦，我准备了半年的积蓄，打算去南京看看，我真的太想他们了（本来去年就要去的，但是在湘雅照顾家人没去成，因为这个还哭了好久T^T）我也不知道在说什么，碎碎念讲了这么多酥梨要天天开心，不要再掉头发咯，也希望每一位读者都能向上生长，奔赴自己的热爱添望99幸福长驻——一个普通的读者

初晴守桃子

🌸 桃花源没事儿|马伯庸.湖南文艺出版社.2025 马伯庸这几年炙手可热，被称作“爆款制造机”。然而，越是热，越有一种尴尬：大部头不好写，写出来影视公司也未必敢轻易改；但身价已然倍涨，市场又要求“马亲王”必须不断推出新作。这种矛盾逼迫他走上一条捷径：从旧稿子里翻找... ( 展开

南宁山海短剧

最爱的沐霖啊

同类精选作品换一换

太多事情

转书友评论男人的美好想象总是离不开奴役女人

暗恋·橘生淮南

八月芳菲

无需理由

强行提升精神力

小草的异变

小小师爷

一种BPM脉冲超宽带发射机设计

浓情烈爱

图书相关信息