澳门金沙现金官网

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

据雷府古籍记载，雷府的开创者游历修行界的时候，偶得一残篇《重生之黄金年代》，使得雷府从此之后有了两种传承

“皇妃姐姐，你这里面放的是什么呀” 暗精灵萝莉搂着皇妃的蛮腰、一脸天真的问道： “啊，这个啊” 皇妃慌慌张张的应了一声，给魔王的酒杯里放了一些后、才勉强朝小萝莉挤了个假笑： “这叫氰化钾，跟盐差不多的调料，是你哥哥大人要求的哦~” “噢。” 暗精灵天真的点点头，模样又纯真又可爱，却不见皇妃的目光狡诈阴冷、邪魅的嘴角轻轻上翘： 「哼，该死的魔王，为了世界和平，为了我以后的梦想，你就给我早点驾崩吧」

双女主，年龄差。情不知所起，一往而深。第一次遇见何予安的那天，莫云溪就动心了。爱上姐姐是我的宿命。我将用我的全部身心来爱你。

【多女主+原神+日常互动+海岛求生+发展建造+氪佬神豪】 林夜穿越求生世界，获得一座岛屿，成为一方岛主。 并且觉醒了唯一S级天赋优享特惠，可以一折购买系统商城内的资源。 自此，他开始了氪金求生之路。 然而让林夜更感欣喜的是，他氪金购买的礼包或是抽取的岛民，均来自原神世界。 当其它玩家还在因为孱弱似姥姥的农民忧愁时，林夜已经抱着貌美如花又强大无比的八重神子笑得嘴都合不上了。 当其他玩家疯狂打金，终于得到几个低级岛民时，林夜已经拥有了一个原神美女军团。 当其他玩家拼上性命下秘境，终于带出一把红品武器时，林夜扔掉手中的风鹰剑，表示神兵级武器不过如此。 …… 关于狩猎，八重神子微微一笑，杀生樱自动挂机打野。 关于采矿，诺艾尔大剑挥舞，整座矿山夷平。 关于伐木，纳西妲小手一挥，大片林木齐齐跑到近前。 林夜坐在竹椅上，绫华捏肩，芙宁娜捶背，还有妮露翩翩起舞…… 快活似神仙！

【快穿+主攻+总攻+无固定CP+救赎+单个世界1v1】 江霁是隶属于拯救部门的快穿任务者，任务完成后莫名其妙多了个【拯救值】。 你是说【拯救值】的获取方法就是谈恋爱吗？那不是手到擒来。 世界一：落魄转学生 × 桀骜手控校霸 校霸在死前写好了遗书，被救回来后，红着眼边边念。 世界二：退婚“女配”× 废柴打脸文男主 一生正气的天命男主被心魔逼疯，放下骄傲，求江霁不要退婚 世界三：勇闯娱乐圈的大学生× 高岭之花教授 清冷禁欲的教授装病竟是为了...世界四：当朝太子 × 装病蛰伏摄政王 一心想要灭了王朝报仇的摄政王，甘心将江霁送上王位，在登基大典结束后，直言想要入他后宫。 世界五：炮灰总裁× 人鱼国王 世界六：a装b管家×o装a家主

转生萝莉的我当反派怎么了？是作家十万水星的最新作品,uu小说提供转生萝莉的我当反派怎么了？免费阅读,转生萝莉的我当反派怎么了？,uu小说

看到心爱的男人更像帝王将相般的号令着自己，那种阳光般带着霸王的气息更叫叶婷玉喜爱，她一直都喜欢那些阳光、帅气、健壮的男孩子，更喜欢阳光男孩子的性格里带着一种霸气，一种威慑于无形中的豪情气魄，对着这类的男孩子，叶婷玉无疑是最喜欢这样的男孩，更加的珍爱有这种的男子气概青年，所以她在见到王泽杰的第一眼中，就被他那种阳光帅气的外表所吸引，如今更是看到了心爱男孩儿的另一面，无愧在商海呼风唤雨兰州资源环境职业技术大学捭阖的魄力，更是叫她若喜若狂。

王俊杰微微一笑，道：“不想练级的人全部就职生产系职业，购买铁锹、弓箭和伐木斧等，早点开始练生产系职业的技能，至于学习技能的费用，就由战斗系职业的玩家来提供，我希望我们蓝星能够凝成一根绳，在《也想拜师》之中成就一番事业！