微博意见领袖的广告应用价值研究

微博作为一种平民化的使用媒介,正逐渐成为普通大众信息传播的重要平台。通过对微博意见领袖信息传播及商业影响力等问题进行问卷调查显示:虽然由于部分微博意见领袖的粉丝活跃程度不高、微博意见领袖的价值未得到商家利用。但微博中的"意见领袖"在促进商品销售以及品牌推广方面具有其独特的商业价值,在未来的广告营销推广中,微博"意见领袖"的商业影响力会更加突出。企业、品牌擅用微博"意见领袖",并将其嵌入广告,将为其在网络领域开辟又一营销利器。     

新浪微博意见领袖对大学生消费决策的影响研究

面对具有极大开发潜力的大学生市场,许多企业开始尝试通过微博意见领袖这一群体来影响大学生的消费决策。但大多数的微博营销活动只是将传统的营销思维复制到微博平台上,导致营销效果平平无奇。本文通过问卷调查法和文献研究法,来研究新浪微博意见领袖对大学生消费决策的影响,以此为企业进行网络营销提出相关改进建议。     

电子商务直播模式下意见领袖对消费者消费意愿的影响——以淘宝直播为例

网络直播电子交易市场由于其产品服务的特征属性,必须依靠中小型企业才能发挥优势,所以在推进其电子商务服务时可以借助到直播平台来进行引流,并提高消费者消费意愿,从而促进销量。本文首先分析和研究了淘宝直播的性质与类型,并深入了解各个商家在这种模式下,是如何通过意见领袖的作用来影响消费者的购买意愿。     

直播电商购物对大学生冲动性消费行为影响的实证分析

直播电商行业的繁荣彻底改变了人们的消费习惯。本文通过文献分析法和实地访谈归纳出影响大学生发生冲动性消费行为的影响因素,并构建影响大学生冲动性消费行为的SEM结构方程概念模型,借助二元logistic回归模型进行实证分析影响大学生冲动型消费的作用路径及作用程度。结果表明：互动营销、折扣促销对情绪有显著的影响;品牌影响力、意见领袖参与对冲动消费意愿有显著影响;情绪和冲动消费意愿对冲动消费行为有显著正向影响。情绪和冲动消费意愿发挥了中介作用。根据二元logistic回归模型得出的各影响因素对大学生冲动性消费行为的影响程度从大至小排序为：互动营销>情绪>品牌影响力>情感营销>意见领袖参与。     

虚拟社区中意见领袖对消费者购买意愿影响的理论框架分析

本文通过对虚拟社区中相关的概念进行了界定,提出了虚拟社区中意见领袖评价内容的质量、意见领袖评价的数量、意见领袖的专业性对消费者购买意愿的影响的理论框架,同时针对相应的影响为电子商务企业提出了相应的对策.     

意见领袖对消费者购买决策的影响分析

意见领袖影响了消费者的决策方式,这种影响具体表现在消费者购买决策质量的提高。本文通过意见领袖对信息搜集与产品品牌的评价选择、购后行为的影响进行分析,研究表明:消费者在购买产品时,会认可意见领袖的观点,进行全面的思考,从而做出更为明智的决策。     

浅析有效“恶俗广告”之成功法则——兼问黄金酒

本文分析了恶俗广告取得良好销售效果的原因,得出了恶俗广告的成功三大法则,即:选择消费者介入度水平低、短期易见效之产品,瞄准中小市场的"通俗"消费群和抓住"面子消费族群";并运用该法则对黄金酒的销售前景做了预测。     

网络成为吸引“青年族群”的第二大粘性媒体

引领世界的青年族群。“青年族群”，其实是一个非常宽泛的概念，是不同类型青年人的一个总和。虽然在微观下，“青年族群”可根据不同的性格和行为表现细分为不同的类型，而不同类型的“青年族群”对生活、消费及品牌的态度各有所异。但从宏观上讲，在生活形态和消费趋势全球化的推动之下，“青年族群”拥有着非常多的、且极为相同的生活成长经验。     

中英文广告对比及翻译策略

广告翻译是一种跨文化交流形式，是商品营销的不可或缺的部分。在进行广告翻译时，应充分了解目的语的语言特点，目地语国家的民族文化和消费习惯，采取灵活的翻译策略。本文通过对中英文广告的对比分析，从翻译功能理论角度探讨了广告英语的翻译策略。     

网络意见领袖对消费者购买意愿的影响研究

随着互联网的迅速发展,意见领袖获得更为集中的流量,并且拥有基数更大的粉丝群,意见领袖对消费者的购买意愿是否存在影响、影响大小如何,值得我们进行研究。本文选取以在校大学生为主的调查对象来收集数据,通过SPSS26.0进行实证分析。结果表明：意见领袖的知名度、专业性、互动性、时效性对消费者购买意愿存在正向影响,说明消费者对网络意见领袖的“知名度、专业性、互动性、时效性”多个方面的认同度越高,就能对其推荐产品有相对更高的购买意愿。     

基于微博的网络口碑传播研究

基于以往的研究文献本文以《爸爸去哪儿》的新浪官方微博为例,采用实证研究的方法,分析了微博数量、网络传播者或意见领袖的传播能力、话题讨论等因素对于口碑传播的影响。提出了上述因素与口碑传播呈正相关,进而对基于微博的网络口碑传播进行分析,提出了微博口碑传播的优势与局限、基于微博的网络口碑传播模式图以及企业如何有效地利用微博这一媒体工具提高自己的网络口碑。     

Fashion opinion leadership among working and non-working women

Abstract The purpose of this study was to examine fashion opinion leadership among working and non-working women. Data were collected by mail survey from 630 working and non-working women in the USA. Employment orientation (i.e. viewing work as either a job or a career) and satisfaction with career apparel were investigated among working women to determine whether there are differences in these dimensions between fashion leaders and fashion followers. Results contradict earlier studies by indicating that fashion opinion leadership among working and non-working women is independent of education and income. Fashion opinion leadership among working women is independent of occupational level. Whether one works in a managerial position or a service position, or one considers work to be a job or a career, has no significant effect on fashion opinion leadership. Fashion opinion leaders among working women demonstrated greater satisfaction with career apparel and were younger than their fashion follower counterparts. Fashion leadership, regardless of work status, was found to be a strong determinant of apparel satisfaction for all women. The results suggest that the effect of being a fashion opinion leader may be greater when considering apparel that is more salient to the wearer.     

Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective

When both high-equity and low-equity brands experience an innovation failure, does the high-equity brand fare better? This study investigates this question by exploring how consumers view and evaluate brands following an innovation failure. The researchers examine whether brand equity, preannouncement of the innovation, and word-of-mouth from an opinion leader exacerbate or alleviate the negative impact of the failure. Two experiments with a total of 816 subjects show that high-equity brands suffer less than low-equity brands from the adverse effects of innovation failures. However, innovation failures are more detrimental to high-equity brands that have preannounced the innovation and to low-equity brands that do not receive supportive word-of-mouth from an opinion leader after the failures occur.     

Influence of opinion leadership identification criteria: The purchase of smartphones

The role of opinion leaders in disseminating information on technology-type products in the market, such as smartphones, is of great interest to tech sector companies. From a survey conducted among young university students, the main distinguishing features of opinion leaders in smartphone purchases are analysed through alternative identification criteria. The results show that some of the distinguishing traits include greater expenditure in the acquisition of smartphones, lower frequency of replacement, having owned a large number of these devices, and showing a more positive emotional bond when purchasing smartphones. Moreover, the criterion used in identification of the opinion leader is relevant.     

An Experimental Analysis of Face to Face versus Computer Mediated Communication Channels

Experimental research on Group Decision Support Systems (GDSS) has generally focused on democratic groups whose members typically share the same objectives. In organizations, however, there are many situations where groups have a leader who has the power to override the group's recommendation, the objective of the leader may not be the same as the objective of each member, and not everyone may have the same information. This paper reports the results of an experiment in which the groups, having a designated leader, worked on a mixed-motive task. Within this context, we analyze group decision outcomes and processes for groups that use a face-to-face channel of cormnunication and those that utilize computer mediated communication. We compare performance of the leader and members with respect to an objective measure of performance, the efficient frontier. The results indicate that for this task groups using face-to-face channel outperform groups using computer mediated communication.     

Coordination Structures and System Restrictiveness in Distributed Group Support Systems

Most GSS research has studied the impact of restricting group interaction to GSS-prescribed coordination structures with face-to-face groups, while Distributed GSS (DGSS) has been largely ignored. Due to the nature of mediated communication in asynchronous interaction, it is relatively difficult to coordinate distributed groups, and a special coordination structure must be arranged to overcome these difficulties. This study examines the effect of system restrictiveness of coordination structures in an asynchronous environment. A 2 × 2 factorial experiment was designed with two independent variables – sequential vs. parallel coordination mode, and with vs. without a leader – to construct coordination structures with varying degrees of restrictiveness. The study finds that less restrictive coordination structures are more appropriate to support asynchronously interacting distributed groups. Objective decision quality is equal for both parallel and sequential coordination mode, but is significantly better with a group leader. Groups with parallel coordination mode have a stronger belief that the decisions they made are of higher quality than those of groups with sequential coordination mode. In groups with a leader, communication effectiveness is better. Satisfaction with a decision process is higher in parallel coordination groups and in groups with a leader. There is also a significant interaction effect. Satisfaction with the decision process is higher in sequential coordination groups with a leader than sequential coordination groups without a leader.     

Implicit Leadership Theories of Bruneians

A leader's effectiveness is affected by the followers’ acceptance of the leader as their leader. Followers rely on their cognitive schema to judge whether someone deserves to be considered a leader. This cognitive schema is the implicit leadership theory (ILT) individuals have on the qualities of a leader. When leaders are perceived as conforming to this ILT, they are seen as leaders, and followers accept their influence attempt. This study examined the ILT of Bruneians. The findings indicate that Bruneians are associated with a distinct ILT and shows that gender and personality variables predict the variation in ILT.     

领导权力何时转化为地位？德性管理行为的调节作用

权力是领导地位的重要来源之一,但高权力并不必然带来高地位。领导权力何时转化为地位,学界并未给出明晰的答案。为了弥补这一不足,在借鉴品行德性理论的基础上,文章尝试找到领导权力与地位关系的边界条件。基于下属对领导的两期他评数据,研究发现,领导权力与地位具有正相关关系,且二者的关系受到了领导自身德性管理行为的调节。当领导采取具有德性成分的公平管理行为时,领导权力能够转化为地位,但当领导表现出较多的不公平管理行为时,领导权力与地位之间的正向关系消失。此外,当领导避免采取违反德性原则的辱虐管理行为时,领导权力与地位之间具有显著的正相关关系,但当领导频繁表现出辱虐管理行为时,领导的高权力并不能转化为高地位。研究结果有助于领导者通过改善自己的德性管理行为来获取更高的组织地位。     

The Social Identity Approach to Effective Leadership: An Overview and Some Ideas on Cross-Cultural Generalizability

When employees identify with the groups and organizations they work for, this typically has positive implications for work-related attitudes and behaviors. The present paper provides a focused overview of the social identity approach to leadership and some ideas on its cross-cultural generalizability. To this end, we will first outline the basic tenets of the social identity approach and summarize the relations of organizational identification with work-related variables. Then, we will discuss the role of social identity-related concepts for effective leadership. In particular, we will present empirical studies on the following three aspects: (1) the transfer of leader identification onto their followers, (2) the role of leader prototypicality, and (3) the ways for leaders to actively manage the identities of the groups they lead. Finally, we will provide some suggestions on how to implement the principles of identity management into practice and offer suggestions for future research, with a special focus on China.     

Please Accept My Sincerest Apologies: Examining Follower Reactions to Leader Apology

Recognizing gaps in our present understanding of leader apologies, this investigation examines how followers appraise leader apologies and how these perceptions impact work-related outcomes. Results indicate that followers who viewed their leader as trustworthy or caring before a leader wrongdoing were more likely to perceive their leader’s apology to be sincere, as compared to followers who previously doubted their leader’s trustworthiness and caring. Attributions of apology sincerity affected follower reactions, with followers perceiving sincere apologies reporting greater trust in leadership, satisfaction with supervision, leader–member exchange quality, affective organizational commitment, and forgiveness than those reporting insincere or no apologies. A mediation model was supported, showing that attributions of apology sincerity fostered perceptions of humility, which enhanced perceptions of transformational leadership, and consequently garnered more positive follower reactions.