影响力营销
广告
杠杆(统计)
介绍(产科)
业务
晋升(国际象棋)
社会化媒体
营销
美女
心理学
关系营销
政治学
计算机科学
医学
机器学习
政治
法学
放射科
市场营销管理
作者
Shengcheng Xie,Haiying Wei,Fu Liu
标识
DOI:10.1016/j.jretconser.2023.103528
摘要
Aesthetic labor plays a crucial role in social media influencer marketing. Based on the theories of aesthetic labor and social media influencers, this study aims to identify the psychological mechanism and boundary conditions of the effects of visual presentation of influencers’ aesthetic labor on consumers’ brand purchase intention. The results of five studies indicate that the visual presentation of influencers’ aesthetic labor and consumers’ regulatory focus have an interactive effect on brand purchase intention. Specifically, promotion-focused consumers (vs. prevention-focused consumers) are more willing to purchase brands endorsed by influencers with a high-level (vs. low-level) visual presentation of aesthetic labor through para-social relationships. Furthermore, the homophily between influencers and consumers moderates this interaction effect. These findings have significant managerial implications for influencers and other retailing marketers to leverage aesthetic labor to win consumers’ purchase intention towards related brands.
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