相关实验视频
Updated: Jul 21, 2025

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Assessment of Social Transmission of Food Preferences Behaviors
Published on: January 25, 2018
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食品vlogger对社交媒体用户的影响:越南的一项研究
The-Bao Luong1,2, Ching-Hua Ho1
1Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality & Tourism, Kaohsiung City, Taiwan, ROC.
Heliyon
|July 28, 2023
概括
食品视频博客通过内容质量和可信度提高品牌价值. 影响力营销的成功取决于观众的态度,推动消费者之间的社交商务意图.
科学领域:
- 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
- 社会媒体研究 社交媒体研究
背景情况:
- 影响力营销是企业的关键策略,它依赖于消费者对信息和广告的信任.
- 食品vlogger利用社交媒体与观众建立联系,影响购买决策.
研究的目的:
- 为了调查食物vloggers对越南社交媒体用户的影响.
- 分析内容价值,影响者属性,观众态度和社交商业意图之间的关系.
主要方法:
- 在328名越南社交媒体用户中进行了在线调查.
- 结构方程建模 (智能PLS-SEM) 来测试八个假设.
主要成果:
- 广告内容的价值积极影响观众的态度.
- 影响者的吸引力会影响人们对视频的态度.
- 影响者的专业知识和相似性会影响人们对品牌的态度.
- 观众的态度与社交商业的意图有积极的相关性.
结论:
- 食品vlogger的表现是由内容价值和信息可信度所塑造的.
- 调查结果为广告商和营销人员提供了有效利用食品视频博客的见解.
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