微型影响者营销的全面概述:解码当前的格局,影响和趋势
Jie Chen1, Yangting Zhang1, Han Cai1
1School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China.
Behavioral sciences (Basel, Switzerland)
|March 28, 2024
概括
微影响力营销依赖于具有真实性和才华的影响者. 追随者自我品牌显著影响自我表达产品的购买意图.
科学领域:
- 营销 营销 营销 营销 营销 营销
- 沟通研究 沟通研究
- 心理学 心理学 心理学
背景情况:
- 微影响力营销是一个不断发展的领域.
- 了解影响者特征和影响机制至关重要.
研究的目的:
- 提供微观影响力营销的全面概述.
- 分析微型影响者的特征及其影响机制.
- 将跨学科的见解融入微影响力营销理论中.
主要方法:
- 74项研究的系统审查.
- 对2091的分析,引用文章和参考文献.
- 跨学科的方法整合计算机科学,通信,心理学,社会学,商业和管理.
主要成果:
- 微型影响者表现出可执行的真实性,亲和力,天赋和竞争特征.
- 信任和依恋机制是从影响者理论中合成的.
- 追随者自我品牌 (自我意识,信誉,社交存在) 驱动了自我表达产品的购买意图.
结论:
- 该研究整合了微影响力营销的机制.
- 这些发现对于微型影响者来说具有实际意义.
- 确定微影响力营销的未来研究议程.
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