个人品牌传播对消费者的影响

Q2 Business, Management and Accounting
Saulius Kromalcas, Lidija Kraujalienė, Gustas Ževžikovas
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引用次数: 0

摘要

本研究的思路是将个人品牌的影响力与商业需求相结合。本文以个人品牌为切入点,分析个人品牌如何影响消费者对产品/服务的兴趣。利用眼动跟踪技术 "神经营销与人工智能实验室 "对消费者浏览的内容进行了实验,以揭示社交网络 Instagram 中的情感和结构感觉。本研究的目的是确定个人品牌对消费者的影响。研究方法:分析科学文献、逻辑定义和理论构建,实验:研究人类情感和所选内容。数据分析方法:描述性统计和比较分析。选择 AOI(热图)来说明研究结果。选取了粉丝数高达 10 万的影响者--能引发或增强人体生理和心理反应的刺激物。研究发现,个人品牌的身体和脸部对消费者的影响较大。个人品牌能够吸引消费者的注意力并促进参与。论文的原创性和价值:社交网络 Instagram 中个人品牌(身份)对消费者影响的内容相关性研究。此外,我们建议在其他社交网络中开展类似的个人品牌研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
THE INFLUENCE OF PERSONAL BRAND COMMUNICATION ON CONSUMERS
The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand’s analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking technology “Neuromarketing & AI LAB” to reveal emotional and structural sensations in the social network Instagram. The aim of this research is to determine the influence of a personal brand on the consumer. Research methodology: analysis of scientific literature, logical definition and theory construction, an experiment: research of human emotions and chosen content. Data analysis method: descriptive statistics and comparative analysis. AOI (heat map) was selected to illustrate the research results. Influencers with up to 100 000 followers were selected – stimuli that trigger or enhance physiological and psychological reactions in the body. It was found that the body and face of a personal brand had the higher influence on consumers. Personal brand attracts consumers’ attention and promotes engagement. The originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social network Instagram. Further we suggest carrying out similar personal brand’s research choosing other social networks.
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来源期刊
Business: Theory and Practice
Business: Theory and Practice Business, Management and Accounting-Strategy and Management
CiteScore
5.00
自引率
0.00%
发文量
35
审稿时长
8 weeks
期刊介绍: The journal "Business: Theory and Practice" is published from 2000. 1 vol (4 issues) per year are published. Articles in Lithuanian, English, German, Russian. The Journal has been included into database "ICONDA" and "Business Source Complete".
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