新媒体环境下网红代言对品牌价值的影响机制：粉丝参与的中介作用

摘要： 微博、B站和小红书等新媒体平台的快速发展催生了新型名人——网红。聘请网红作为品牌代言人以吸引粉丝流量成为企业重要的品牌营销策略。然而,在新媒体环境下关于网红代言如何提升品牌价值的研究有待进一步分析。基于社会影响理论和关系强度理论,通过三项实验在新媒体环境下深入探究网红代言对品牌价值的影响机制和作用边界。结果表明,与传统名人代言相比,网红代言能显著提升品牌价值;网红代言能强化粉丝参与,进一步提升品牌价值;当品牌与代言人关系较强时,相比于传统名人代言,网红代言提升品牌价值的积极效应更加显著;当品牌在新媒体平台发布的代言广告涉及多位代言人时,相比传统名人代言,网红代言对粉丝参与的积极影响以及粉丝参与的中介作用会被弱化。上述结论丰富了网红代言效应和粉丝参与的相关研究,对企业在开展品牌营销时实施网红代言策略具有指导意义。

关键词: 网红代言, 品牌价值, 粉丝参与, 关系强度, 代言人数

Abstract: The rapid development of new media platforms such as Weibo, Bilibili, and Xiaohongshu has spawned a new type of celebrity -- internet celebrity. Hiring internet celebrities as their brand endorsers to attract fans has also become an important brand marketing strategy for companies. However, in the new media environment, the research on how internet celebrity endorsement enhance brand value remains to be further studied. Based on the social influence theory and the relationship strength theory, this paper tries to explore the influencing mechanism and the functional boundary of internet celebrity endorsement on brand value in the new media environment through three experiments. The results show that, compared with the traditional celebrity endorsements, internet celebrity endorsements can significantly enhance brand value.Internet celebrity endorsements can strengthen fans’ engagement and further enhance brand value. When the relationship between brand and endorsers is relatively strong, the positive effect of internet celebrity endorsement on enhancing brand value is more significant than that of traditional celebrity endorsement. When a brand’s endorsement advertisement released on a new media platform contains multiple endorsers, compared with the traditional celebrity endorsement, the positive influence of internet celebrity endorsement on fans’ engagement and the mediating role of fans’ engagement will be weakened. The above conclusion has enriched the relevant researches on the influence of internet celebrity endorsement and fans’ engagement, which has guiding significance for enterprises to implement internet celebrity endorsement strategies in brand marketing.

Key words: internet celebrity endorsement, brand value, fans' engagement, relationship strength, number of endorsers

中图分类号: 

F713.3

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