社交媒体上的数字参与:食品形象内容如何影响社交媒体和影响力营销结果

IF 6.8 1区 管理学 Q1 BUSINESS
Annika Abell, Dipayan Biswas
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引用次数: 6

摘要

社交媒体正在成为一个强大的营销传播平台。世界上一半以上的人口、公司、有影响力的人和名人使用社交媒体平台来宣传他们想要的形象,并为想法和产品做广告。社交媒体用户和影响者向公众记录了他们生活的许多不同方面。在这方面,社交媒体上突出展示的一类产品是食品。本研究调查了社交媒体广告或影响者帖子中一个人旁边的食物类型(健康与不健康)如何影响在线参与度。四项研究的结果,包括脸书上的一项实地实验,表明健康(与不健康)食物与人相邻的图像会导致更高的参与度和更高的尝试推荐产品的可能性。当相邻的食物是健康的(相对于不健康的)时,这种效果是由对图像中的人的更大识别度驱动的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes
Social media is emerging as a powerful platform for marketing communications. More than half of the world's population, companies, influencers, and celebrities use social media platforms to promote a desired image and advertise ideas and products. Social media users and influencers document many different aspects of their lives to the public. In that regard, one type of product prominently portrayed on social media is food. The present research investigates how the type of food (healthy vs. unhealthy) featured next to a person in a social media ad or influencer post impacts online engagement. The results of four studies, including a field experiment on Facebook, reveal that an image of a healthy (vs. an unhealthy) food adjacent to a person leads to higher engagement and higher likelihood to try a recommended product. This effect is driven by greater identification with the person in the image when the adjacent food is healthy (vs. unhealthy).
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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