酷游娱乐官方线路下载_大炖羊肉_酷游娱乐官方线路下载最新章节_在线阅读-小说频道

白尾尖的眼睛

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

竹生焉足球

鲍学长

好他妈虐呀，10杯柠檬水，杯杯都是真心，作者大大睡觉

少尹义门

高情商：此书记录了我的成长低情商：把多年前开坑的不入流网文拿出来填坑卖钱说真的，其实值三星，但是以亲王本可以有的水准这么敷衍出书的话，也只能二星走好了

奔向便利店的月光

有用 Major Tom 2026-04-02 20:30:50 辽宁硬核又温情，小说还是比电影丰富很多，很多疑问或以为的漏洞都得到了解答，看出作者在尽可能修bug了。和电影观感不同的是，没想到波江星人的科技并不是碾压人类，甚至还比不上。但是Grace和Rocky还是那么萌萌的小伙伴。

派派能行的

老大我又来啦

懵圈蒙圈

其实二刷啥的还挺喜欢被剧透的一刷也无所谓但是现在剧透我都看不出来

同类精选作品换一换

娱乐：四百斤的胖子，力捧张天艾

在此界新开一道

大雄怀念奶奶

叶炫家族第一人

白尾尖的眼睛

仙尊每天都在骂我不成器

围猎与反杀

洪荒之最强功德系统

你好像越来越厉害了

君失柳

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