澳门威尼斯人注单异常_弗吉尼亚·伍尔夫_澳门威尼斯人注单异常最新章节_在线阅读-小说频道

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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

fongjia 游戏异界

昭昭子零基础学舞蹈

这家长无语死了，怪不得大儿子要走，大儿子恐怕走的时候就没想过回来，按理说哥哥95年，书的时间是19年，走了十年，哥哥是14岁就走了！什么样的父母能逼走一个14岁的孩子！看到旁白就能想象到没有鱼的生活不会好，他妈的心里只有他哥，他妈甚至还嫌弃他都不愿意看他一眼，那为什么还要生下没有鱼啊？没有鱼那段话是不是暗示哥哥有什么需要换骨髓之类的病啊（瞎猜的，猜错的话对不起ｍ（．＿．）ｍ）这种父母就是平时不管然后到后面还要去掺和孩子的生活，在这种父母之下也忒压抑了，一直都是打压，你不如你哥，你比不过，怪不得这会儿没有鱼也要走，恐怕也是不会回来的那种。话说，我好羡慕石向阳这种精神，本人也是很笨，但是我没有那么努力，看着去厕所都抱着习题集的石向阳真的自愧不如啊啊啊啊啊啊啊，要是我有石向阳这么努力也不至于现在头疼开学的考试！╮(╯_╰)╭

人间奔向松果

不错啊，想看下文。

低调望舒呀

洛洛怎么这么好啊呜呜呜呜呜呜呜呜呜呜：

未央手账

收下我的深水鱼雷，炸出你的存稿~

医学老师刘忠保

笑傲江湖》里有一个思过崖，名为思过，却是令狐冲最快乐的地方，直到小师妹不再来。有的故事，是我原本极不喜欢，后来却深深感动与领悟了的，比如《笑傲江湖》，比如《多情剑客无情剑》。不喜欢，是因为那不符合我原初的理想。而感动，是因为渐渐相信爱是可以创造奇迹的。 ... ( 展开

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