), 刘茂红2 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
收稿日期:2017-08-30出版日期:2018-08-07发布日期:2018-07-02基金资助:* 国家自然科学基金(71372127);国家自然科学基金(71672132)资助Self-enhancing or self-deprecating: How can celebrity endorsement enhance the marketing effectiveness of advertisements in social media
HUANG Minxue1, YAO Shunyu1(), LIU Maohong2 1 Department of Marketing and Tourism Management, Economics and Management School, Wuhan University, Wuhan 430072, China
2 Management School, Wuhan University of Science and Technology, Wuhan 430081, China
Received:2017-08-30Online:2018-08-07Published:2018-07-02摘要/Abstract
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。
图/表 14
图1研究模型图
图1研究模型图表1名人广告类型与产品类型交叉表
| 名人代言类型 | 产品类型 | 代言广告帖子数量 |
|---|---|---|
| 自强型 | 实用型 | 15 |
| 自强型 | 享乐型 | 14 |
| 自嘲型 | 实用型 | 31 |
| 自嘲型 | 享乐型 | 26 |
表1名人广告类型与产品类型交叉表
| 名人代言类型 | 产品类型 | 代言广告帖子数量 |
|---|---|---|
| 自强型 | 实用型 | 15 |
| 自强型 | 享乐型 | 14 |
| 自嘲型 | 实用型 | 31 |
| 自嘲型 | 享乐型 | 26 |
表2名人代言广告举例
| 品牌 | 产品类型 | 名人代言类型 | 名人代言广告内容 |
|---|---|---|---|
| 惠氏健康生活馆 | 实用型 | 自嘲型 | 其实我在微博的工种..就相当于一个在天桥底下贴小广告的..从2010年蹲点贴到2016..无论人流量大小年复一年坚持不懈的作风终于让我在今年迎来了大广告的青睐..感谢善存敢信任我这个神经病...在我婉约的表演里只是期望你能明白这个道理..其实..健康可以很简单.. |
| 佳能相机 | 实用型 | 自强型 | 我选择的这款相机是Canon M3, 我做摄影的用心程度, 和音乐不相上下, 希望大家, 能够喜欢这款相机 |
| 问道手游 | 享乐型 | 自嘲型 | 我那不和谐的古装造型..和硬炒的求婚话题有没有恶心到你..反正我是恶心到了..为何现在代言营销要这么拼?因为十年的坚持还不够他臭屁的啊~ 我的十年音乐梦 问道十年游戏梦...坚持信念.. 坚持梦.. |
| 梦幻西游 | 享乐型 | 自强型 | 这则广告让我绞尽脑汁..重操旧业..我画了整整8个小时手绘一张海报帮其做广告之用心程度也是史无前者后继无人了..这世界上..应该是没有再比我用心打广告的人了..期望大家..给点面子..踊跃参与.. |
表2名人代言广告举例
| 品牌 | 产品类型 | 名人代言类型 | 名人代言广告内容 |
|---|---|---|---|
| 惠氏健康生活馆 | 实用型 | 自嘲型 | 其实我在微博的工种..就相当于一个在天桥底下贴小广告的..从2010年蹲点贴到2016..无论人流量大小年复一年坚持不懈的作风终于让我在今年迎来了大广告的青睐..感谢善存敢信任我这个神经病...在我婉约的表演里只是期望你能明白这个道理..其实..健康可以很简单.. |
| 佳能相机 | 实用型 | 自强型 | 我选择的这款相机是Canon M3, 我做摄影的用心程度, 和音乐不相上下, 希望大家, 能够喜欢这款相机 |
| 问道手游 | 享乐型 | 自嘲型 | 我那不和谐的古装造型..和硬炒的求婚话题有没有恶心到你..反正我是恶心到了..为何现在代言营销要这么拼?因为十年的坚持还不够他臭屁的啊~ 我的十年音乐梦 问道十年游戏梦...坚持信念.. 坚持梦.. |
| 梦幻西游 | 享乐型 | 自强型 | 这则广告让我绞尽脑汁..重操旧业..我画了整整8个小时手绘一张海报帮其做广告之用心程度也是史无前者后继无人了..这世界上..应该是没有再比我用心打广告的人了..期望大家..给点面子..踊跃参与.. |
图2自嘲型/自强型名人代言对消费者口碑推荐的影响
图2自嘲型/自强型名人代言对消费者口碑推荐的影响
图3名人广告类型与产品类型的交互对消费者口碑推荐的影响
图3名人广告类型与产品类型的交互对消费者口碑推荐的影响表3多变量回归
| 来源 | 因变量 | III 类平方和 | 自由度 | 均方 | F | p |
|---|---|---|---|---|---|---|
| 名人代言类型 | 点赞量 | 6.79E+10 | 1 | 6.79E+10 | 0.88 | 0.350 |
| 评论量 | 5.16E+08 | 1 | 5.16E+08 | 0.29 | 0.592 | |
| 转发量 | 1.01E+09 | 1 | 1.01E+09 | 0.81 | 0.370 | |
| 产品类型 | 点赞量 | 7.72E+09 | 1 | 7.72E+09 | 0.10 | 0.752 |
| 评论量 | 5.91E+08 | 1 | 5.91E+08 | 0.33 | 0.566 | |
| 转发量 | 2.23E+09 | 1 | 2.23E+09 | 1.80 | 0.184 | |
| 名人代言类型× 产品类型 | 点赞量 | 1.34E+12 | 1 | 1.34E+12 | 17.40 | <0.001 |
| 评论量 | 2.17E+10 | 1 | 2.17E+10 | 12.16 | 0.001 | |
| 转发量 | 1.72E+10 | 1 | 1.72E+10 | 13.83 | <0.001 |
表3多变量回归
| 来源 | 因变量 | III 类平方和 | 自由度 | 均方 | F | p |
|---|---|---|---|---|---|---|
| 名人代言类型 | 点赞量 | 6.79E+10 | 1 | 6.79E+10 | 0.88 | 0.350 |
| 评论量 | 5.16E+08 | 1 | 5.16E+08 | 0.29 | 0.592 | |
| 转发量 | 1.01E+09 | 1 | 1.01E+09 | 0.81 | 0.370 | |
| 产品类型 | 点赞量 | 7.72E+09 | 1 | 7.72E+09 | 0.10 | 0.752 |
| 评论量 | 5.91E+08 | 1 | 5.91E+08 | 0.33 | 0.566 | |
| 转发量 | 2.23E+09 | 1 | 2.23E+09 | 1.80 | 0.184 | |
| 名人代言类型× 产品类型 | 点赞量 | 1.34E+12 | 1 | 1.34E+12 | 17.40 | <0.001 |
| 评论量 | 2.17E+10 | 1 | 2.17E+10 | 12.16 | 0.001 | |
| 转发量 | 1.72E+10 | 1 | 1.72E+10 | 13.83 | <0.001 |
图4名人广告文案
图4名人广告文案表4各变量的描述统计、相关分析结果
| 研究变量 | M | SD | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|---|---|
| 1. 自嘲型名人代言 | 4.14 | 1.35 | 1 | ||||
| 2. 自强型名人代言 | 4.35 | 1.07 | -0.51** | 1 | |||
| 3. 规范性影响 | 5.10 | 0.90 | -0.08 | 0.19* | 1 | ||
| 4. 信息性影响 | 4.77 | 0.89 | 0.48** | -0.10 | -0.14 | 1 | |
| 5. 口碑推荐 | 4.96 | 0.84 | 0.19* | 0.38** | 0.16* | 0.43** | 1 |
表4各变量的描述统计、相关分析结果
| 研究变量 | M | SD | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|---|---|
| 1. 自嘲型名人代言 | 4.14 | 1.35 | 1 | ||||
| 2. 自强型名人代言 | 4.35 | 1.07 | -0.51** | 1 | |||
| 3. 规范性影响 | 5.10 | 0.90 | -0.08 | 0.19* | 1 | ||
| 4. 信息性影响 | 4.77 | 0.89 | 0.48** | -0.10 | -0.14 | 1 | |
| 5. 口碑推荐 | 4.96 | 0.84 | 0.19* | 0.38** | 0.16* | 0.43** | 1 |
表5名人广告类型与产品类型的交互对口碑推荐的影响
| 来源 | III类平方和 | 自由度 | 均方 | F | p |
|---|---|---|---|---|---|
| 修正的模型 | 50.829 | 3 | 16.943 | 48.530 | <0.001 |
| 截距 | 3507.139 | 1 | 3507.139 | 10045.587 | <0.001 |
| 名人广告类型 | 0.586 | 1 | 0.586 | 1.678 | 0.197 |
| 产品类型 | 0.065 | 1 | 0.065 | 0.186 | 0.667 |
| 名人广告类型 × 产品类型 | 49.643 | 1 | 49.643 | 142.192 | <0.001 |
| 错误 | 48.528 | 139 | 0.349 | ||
| 总计 | 3621.222 | 143 | |||
| 校正后系数 | 99.357 | 142 |
表5名人广告类型与产品类型的交互对口碑推荐的影响
| 来源 | III类平方和 | 自由度 | 均方 | F | p |
|---|---|---|---|---|---|
| 修正的模型 | 50.829 | 3 | 16.943 | 48.530 | <0.001 |
| 截距 | 3507.139 | 1 | 3507.139 | 10045.587 | <0.001 |
| 名人广告类型 | 0.586 | 1 | 0.586 | 1.678 | 0.197 |
| 产品类型 | 0.065 | 1 | 0.065 | 0.186 | 0.667 |
| 名人广告类型 × 产品类型 | 49.643 | 1 | 49.643 | 142.192 | <0.001 |
| 错误 | 48.528 | 139 | 0.349 | ||
| 总计 | 3621.222 | 143 | |||
| 校正后系数 | 99.357 | 142 |
图5名人广告类型与产品类型的交互对消费者口碑推荐的影响
图5名人广告类型与产品类型的交互对消费者口碑推荐的影响表6信息性影响的中介作用
| 变量 | 模型1口碑推荐 | 模型2信息性影响 | 模型3规范性影响 | 模型4口碑推荐 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| 自嘲型代言 | -0.16 | -1.10 | -0.08 | -0.55 | 0.19 | 0.90 | -0.11 | -0.85 |
| 产品类型 | -2.53*** | -4.30 | -2.51*** | -4.34 | 1.29 | 1.48 | -1.53* | -2.45 |
| 自嘲型代言×产品类型 | 1.84** | 3.35 | 1.88** | 3.47 | -1.28 | -1.32 | 1.08 | 1.94 |
| 信息性影响 | 0.36* | 2.96 | ||||||
| 规范性影响 | -0.08 | -0.99 | ||||||
| 调整后R2 | 0.55 | 0.56 | 0.01 | 0.61 | ||||
表6信息性影响的中介作用
| 变量 | 模型1口碑推荐 | 模型2信息性影响 | 模型3规范性影响 | 模型4口碑推荐 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| 自嘲型代言 | -0.16 | -1.10 | -0.08 | -0.55 | 0.19 | 0.90 | -0.11 | -0.85 |
| 产品类型 | -2.53*** | -4.30 | -2.51*** | -4.34 | 1.29 | 1.48 | -1.53* | -2.45 |
| 自嘲型代言×产品类型 | 1.84** | 3.35 | 1.88** | 3.47 | -1.28 | -1.32 | 1.08 | 1.94 |
| 信息性影响 | 0.36* | 2.96 | ||||||
| 规范性影响 | -0.08 | -0.99 | ||||||
| 调整后R2 | 0.55 | 0.56 | 0.01 | 0.61 | ||||
图6信息性影响中介作用路径分析图
图6信息性影响中介作用路径分析图表7规范性影响的中介作用
| 变量 | 模型1口碑推荐 | 模型2规范性影响 | 模型3信息性影响 | 模型4口碑推荐 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| 自强型代言 | 0.16 | 1.46 | 0.18 | 1.31 | 0.44* | 2.33 | 0.08 | 0.78 |
| 产品类型 | -1.21* | -2.02 | -1.90* | -2.54 | -0.01 | -0.01 | -0.62 | -1.07 |
| 自强型代言×产品类型 | 1.88* | 2.91 | 2.37* | 2.94 | -0.24 | -0.22 | 1.15 | 1.81 |
| 规范性影响 | 0.31** | 3.47 | ||||||
| 信息性影响 | 0.05 | 0.76 | ||||||
| 调整后R2 | 0.69 | 0.49 | 0.08 | 0.72 | ||||
表7规范性影响的中介作用
| 变量 | 模型1口碑推荐 | 模型2规范性影响 | 模型3信息性影响 | 模型4口碑推荐 | ||||
|---|---|---|---|---|---|---|---|---|
| β | t | β | t | β | t | β | t | |
| 自强型代言 | 0.16 | 1.46 | 0.18 | 1.31 | 0.44* | 2.33 | 0.08 | 0.78 |
| 产品类型 | -1.21* | -2.02 | -1.90* | -2.54 | -0.01 | -0.01 | -0.62 | -1.07 |
| 自强型代言×产品类型 | 1.88* | 2.91 | 2.37* | 2.94 | -0.24 | -0.22 | 1.15 | 1.81 |
| 规范性影响 | 0.31** | 3.47 | ||||||
| 信息性影响 | 0.05 | 0.76 | ||||||
| 调整后R2 | 0.69 | 0.49 | 0.08 | 0.72 | ||||
图7规范性影响中介作用路径分析图
图7规范性影响中介作用路径分析图参考文献 46
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