网红贴片vs名人贴片:哪个更能吸引Instagram用户?

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2021-12-21 DOI:10.1108/sjme-12-2020-0217

Arash Ahmadi, Siriwan Ieamsom

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引用次数: 8

摘要

本文的目的是比较两种意见领袖(网红vs名人)和时尚营销活动中推广的产品对用户参与度(喜欢和分享贴子的意愿)的影响。在本研究提出的理论模型中，Instagram参与作为一个应用调节因子进行了检验。为了验证研究的假设，进行了一项实验研究。样本由女性参与者组成，她们被随机分配到两种情况中的一种(网红产品与名人产品的契合度)。结果表明，网红产品的用户粘性优于名人产品的用户粘性。它还表明，高参与度的Instagram用户(相对于低参与度的Instagram用户)调节了网红产品贴合对用户参与度的更显著影响。实践意义本研究有助于品牌增加对通过意见领袖与所推广产品的契合而形成的营销活动的认识。这项研究除了强调Instagram用户的作用外，还有助于更好地理解促销贴装的重要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Influencer fit post vs celebrity fit post: which one engages Instagram users more?

Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research. Methodology To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product). Findings The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement. Practical implications The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted. Value This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.