微博内容与品牌个性匹配程度对品牌评价的影响——概念流畅度的中介效应和微博互动策略的调节效应
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摘要
微博是社交网络环境下的重要营销途径,合适的微博内容能传递品牌个性,提高消费者品牌评价。构建了微博内容与品牌个性匹配程度对消费者品牌评价的概念模型,并探究这一影响关系中的作用机制和边界条件。分别以真实品牌和虚拟品牌进行实验研究,检验微博内容与品牌个性匹配程度对品牌评价的影响效果、概念流畅度的中介效应及微博互动策略的调节效应,揭示影响微博营销效果的关键因素。实证研究结果表明:(1)微博内容与品牌个性匹配程度越高,消费者更容易产生积极的品牌评价;(2)概念流畅度在微博内容与品牌个性匹配程度对品牌评价的影响中起到中介作用;(3)微博互动策略在微博内容与品牌个性匹配程度对品牌评价的影响中起到不同程度的调节作用。
Micro-blog is one of the most common marketing tools, and marketers use it to improve sales and build relationship with customers more and more frequent nowadays. A model between the alignment of brand micro-blog content and brand personality and consumer's brand evaluation was built, aiming to explore the key mediating effect and moderating effect on this process. Two main experiments were conducted on real brands and virtual brands. According to the results,(1)when the degree of alignment between brand personalities and brand micro blogs was high, brand evaluations were higher,(2)the conceptual fluency had a mediating effect between the alignment and brand evaluation,(3)interaction tactics had different moderating effects between the alignment and brand evaluation. The findings provide insights into the research topic of brand personality in the Internet situation, and have managerial implications in practical marketing.
Micro-blog is one of the most common marketing tools, and marketers use it to improve sales and build relationship with customers more and more frequent nowadays. A model between the alignment of brand micro-blog content and brand personality and consumer's brand evaluation was built, aiming to explore the key mediating effect and moderating effect on this process. Two main experiments were conducted on real brands and virtual brands. According to the results,(1)when the degree of alignment between brand personalities and brand micro blogs was high, brand evaluations were higher,(2)the conceptual fluency had a mediating effect between the alignment and brand evaluation,(3)interaction tactics had different moderating effects between the alignment and brand evaluation. The findings provide insights into the research topic of brand personality in the Internet situation, and have managerial implications in practical marketing.
引文
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[2]HERMIDA A.Twittering the news:the emergence of ambient journalism[J].Journalism Practice,2010,4(3):297-308.
[3]WEI J,XU J,ZHAO D.Public engagement with firms on social media in China[J].Journal of Information Science,2015,41(5):624-639.
[4]新浪科技.微博2015年用户、活跃度、收入增速创新高[EB/OL].(2016-03-03)[2018-03-08].http://tech.sina.com.cn/i/2016-03-03/doc-ifxqafha0314064.shtml.
[5]HSU C L,LIU C C,LEE Y D.Effect of commitment and trust towards micro-blogs on consumer behavioral intention:a relationship marketing perspective[J].International Journal of Electronic Business Management,2010,8(4):292-303.
[6]KOZINETS R V.The field behind the screen:using the method of netnography to research market-oriented virtual communities[J].Journal of Consumer Research,2002,39(1):61-72.
[7]PLANGGER K.The power of popularity:how the size of a virtual community adds to firm value[J].Journal of Public Affairs,2012,12(2):145-153.
[8]TRUSOV M,BODAPATI A V,BUCKLIN R E.Determining influential users in Internet social networks[J].Journal of Marketing Research,2009,47(4):643-658.
[9]KIM E,SUNG Y,KANG H.Brand followers’retweeting behavior on twitter:how brand relationships influence brand electronic word-of-mouth[J].Computers in Human Behavior,2014(37):18-25.
[10]GENSLER S,VOLCKNER F,LIU-THOMPKINS Y.Managing brands in the social media environment[J].Journal of Interactive Marketing,2013,27(4):242-256.
[11]闫幸,常亚平.企业微博互动策略对消费者品牌关系的影响---基于新浪微博的扎根分析[J].营销科学学报,2013,9(1):62-78.
[12]金永生,王睿,陈祥兵.企业微博营销效果和粉丝数量的短期互动模型[J].管理科学,2011,24(4):71-83.
[13]王霞,牛海鹏.企业微博营销中品牌曝光度对网络口碑的影响研究[J].管理评论,2013,25(5):116-122.
[14]KAMINS M A.An investigation into the“match-up”hypothesis in celebrity advertising:when beauty may be only skin deep[J].Journal of Advertising,1990,19(1):4-13.
[15]AAKER J L.Dimensions of brand personality[J].Journal of Marketing Research,1997:347-356.
[16]李胜兵,卢泰宏.品牌个性维度的本土化研究[J].南开管理评论,2003,6(1):4-9.
[17]KELLER K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[18]FISKE S T,PAVELCHAK M A.Category-based versus piecemeal-based affective responses:developments in schema-triggered affect[M].New York:Guilford Press,1986.
[19]O’DONOHOE S.Advertising uses and gratifications[J].European Journal of Marketing,1994,28(8):52-75.
[20]王霞,邹德强,赵平.广告诉求与品牌个性感知差异对消费者购买意愿的影响研究[J].管理学报,2012,9(4):555-561.
[21]NANDAN S.An exploration of the brand identity-brand image linkage:a communications perspective[J].Journal of Brand Management,2005,12(4):264-278.
[22]HSU C L,LIU C C,LEE Y D.Effect of commitment and trust towards micro-blogson consumer behavior intention:a relationship marketing perspective[J].International Journal of Electronic Business Management,2010,8(4):292-303.
[23]LYNCH J,SCHULER D.The matchup effect of spokesperson and product congruency:a schema theory interpretation[J].Psychology&Marketing,1994,11(5):417-445.
[24]SISSORS J Z.Another look at the question:does advertising affect values[J].Journal of Advertising,1977,7(3):26-30.
[25]WINTER F W.A Laboratory experiment of individual attitude response to advertising exposure[J].Journal of Marketing Research,1973,10(2):130-140.
[26]MARTIN J.Advances in sport psychology[J].Medicine&Science in Sports&Exercise,1994,26(7).
[27]MCDONALD C.Sponsorship and the image of the sponsor[J].European Journal of marketing,1991,25(11):31-38.
[28]REBER R,WURTZ P,ZIMMERMANN T D.Exploring“fringe”consciousness:the subjective experience of perceptual fluency and its objective bases[J].Consciousness&Cognition,2004(13):47-60.
[29]BIEL A L.How brand image drives brand equity[J].Journal of Advertising Research,1992,32(6):6-12.
[30]NOVEMSKY N,SIMONSON I.Preference fluency in choice[J].Journal of Marketing Research,2013(44):347-356.
[31]WINKIELMAN P,CACIOPPO J T.Mind at ease puts a smile on the face:psychophysiological evidence that processing facilitation elicits positive affect[J].Journal of Personality&Social Psychology,2001,81(6):989-1000.
[32]OPPENHEIMER D M.The secret life of fluency[J].Trends in Cognitive Sciences,2008,12(6):237-41.
[33]SCHWARZ N,BLESS H,BOHNER G.Mood and persuasion:affective states influence the processing of persuasive communications[J].Advances in Experimental Social Psychology,1991,24(1):161-199.
[34]MOORE R L,MOSCHIS G P.Family communication patterns and consumer socialization[J].Adolescents,1978,6(1):33.
[35]ASHFORTH B E,SLUSS D M,SAKS A M.Socialization tactics,proactive behavior,and newcomer learning:integrating socialization models[J].Journal of Vocational Behavior,2007,70(3):447-462.
[36]SAKS A M,UGGERSLEV K L,FASSINA N E.Socialization tactics and newcomer adjustment:a meta-analytic review and test of a model[J].Journal of Vocational Behavior,2007,70(3):413-446.
[37]ALTER A L,OPPENHEIMER D M.Uniting the tribes of fluency to form a metacognitive nation[J].Managerial Auditing Journal,2009,13(3):219-35.
[38]SCHWARZ N.Metacognitive experiences in consumer judgment and decision making[J].Journal of Consumer Psychology,2004,14(4):332-348.
[39]张旭锦.知觉流畅程度对判断和决策的影响[J].心理科学进展,2010,18(4):639-645.
[40]LEE A Y,LABROO A A.The effect of conceptual and perceptual fluency on brand evaluation[J].Journal of Marketing Research,2004,41(2):151-165.
[41]SIRIANNI N J,BITNER M J,BROWN S W,et al.Branded service encounters:strategically aligning employee behavior with the brand positioning[J].Journal of Marketing,2013,77(6):108-123.
[42]AAKER D A.Managing brand equity[M].New York:The Eree Press,1991.