网红短视频传播对消费者旅游态度的影响——以丁真走红现象为例

短视频网红宣传对旅游地知名度的提升起到重要作用。文章综合信源吸引力模型、信源可靠性理论和心流理论,探究短视频传播的网红特质对受众观看短视频时的专注度、快乐度、身临其境感和心流体验的作用,以及对受众想要去短视频宣传地的旅游态度的影响。通过问卷调研,收集558份有效样本,并构建了网红个人魅力影响受众心流体验和旅游态度的结构方程模型,进行路径分析和中介效应检验。研究发现:网红包括吸引力、可信度和受欢迎度在内的个人特质显著影响受众观看短视频的快乐度、专注度和身临其境感,促使受众产生心流体验,继而影响受众对网红相关地区的旅游态度。该研究对于借力短视频、网红经济等数字媒介环境下的新兴传播形式开发旅游资源,提升旅游知名度具有一定实践参考价值。     

Social media influencers and consumer engagement: A review and future research agenda

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from academicians and marketers. Academicians try to understand the effect of influencers on consumer behaviour, while marketers use influencers as part of their strategy to achieve marketing objectives. Although, plenty of practical and conceptual research is available in this area, literature reviews in the domain of SMIs and consumer engagement are scarce as it is still developing, and most of the studies have focused on these two concepts separately. In this study, the authors attempted to combine and understand how social media influencers affect consumers engagement. This systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement. The study reviewed articles published in the Australian Business Deans Council (ABDC), Scopus, and Web of Science indexed journals till 5 June 2021. To understand consumers' engagement with SMIs, authors identified and theorized the antecedents, decision and outcome of such engagement. It also discusses the influencer-follower parasocial relationship on different social media platforms. The study proposes an integrated conceptual framework that can be further used to test and validate the impact of social media influencer's marketing efforts on consumer engagement. This framework also may serve as a foundation for marketers to develop effective influencer strategies for brand promotions. The review concludes the discussion by highlighting theories, methodology, and context of studies conducted by past researchers.     

企业社会责任对品牌个性的影响研究

随着我国综合国力的提升，市场经济得以迅速发展，但在企业不断的发展中，仅仅以经济收益为核心目标的价值观念受到了公众的挑战。同时公众消费呈现越来越个性化特点，使得企业品牌个性在企业各项能力中占据重要地位。进行实证研究指出企业社会责任影响品牌个性，检验了品牌态度在企业社会责任对品牌个性影响中中介作用显著。     

主观规范、认知态度对养老服务消费意愿的影响——基于社会嵌入理论

基于社会嵌入理论，依据实地调研数据，采用偏最小二乘结构方程模型，考量主观规范、认知态度对养老服务消费意愿的影响。结果显示：老年人感受到的主观规范越强，其养老服务消费意愿越强，尤其在弱关系场景。主观知识在网络密度与养老服务消费意愿关系中起中介作用，46.99%的网络密度影响通过信息增益实现。异质性检验结果显示：网络密度对60岁以上老年群体的积极影响增强，而网络位置影响转为消极；主观知识对城市地区、高收入、高教育水平老年群体的积极影响更显著，低收入老年消费者群体养老服务消费决策更依赖于社会网络带来的资源改善。鉴于此，可培养老年社群宣传代理人，强化社会规范影响；结合多层次媒体嵌入，营造养老服务消费氛围；实施城乡差异化养老服务推广策略，提升养老服务消费意愿。