虚拟偶像 vs 网络影响者 vs 传统名人:年轻消费者如何回应代言广告

IF 3.5 Q2 BUSINESS
Fei Fan, Lin Fu, Qinghua Jiang
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引用次数: 0

摘要

目的本研究旨在探讨年轻消费者如何感知虚拟偶像代言的广告效果,以及虚拟偶像代言与传统名人和网络网红等真人名人代言有何不同。设计/方法/方法一项实验研究于2022年12月在中国随机选择了400名年轻受访者。采用3 × 2因子设计来检验名人代言的类型和产品参与程度如何影响针对年轻人的广告的说服力。在400名受访者中,平均年龄为21.5岁。共有193名男性和207名女性参与了实验。年轻消费者认为虚拟偶像、网红和传统名人很有吸引力。虽然虚拟偶像是三种名人代言中最不可信的,但年轻消费者往往更相信他们对低消费者参与度产品的代言,而不是高消费者参与度产品的代言。在这三种类型的名人代言中,年轻消费者认为传统名人最有效。此外,年轻消费者对明星代言人的态度在明星代言人的吸引力和可信度对其广告态度的影响中起到中介作用。产品参与的感知水平调节了从对名人代言人的态度到对广告的态度的意义转移。实践启示首先,在选择明星代言人宣传针对年轻消费者的产品时,营销传播从业者应该优先考虑代言人的感知可信度,因为年轻消费者对他们有各种各样的看法,这些看法会显著影响他们对广告的态度。第二,真人明星代言比虚拟偶像代言更有效。然而,虚拟偶像可能适合在广告中使用,以推广低参与度的产品,如软饮料。原创性/价值据作者所知,这是第一个试图分析虚拟偶像在针对年轻消费者的广告中的有效性的实验研究。这也是第一次将虚拟偶像作为名人代言人进行产品广告的比较研究,并将其与其他两种常见的名人代言人——传统名人和网络网红——的效果进行比较。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising
Purpose This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers. Design/methodology/approach An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment. Findings Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement. Practical implications First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks. Originality/value To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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