可爱的征服:可爱的类型和品牌印象如何影响消费者在社交媒体上的品牌评价
Jia Wang1, Jia Zhou1, Jiawen Shen1
1School of Journalism and Communication, Hangzhou City University, Hangzhou, China.
Frontiers in psychology
|March 16, 2026
概括
社交媒体上的品牌可爱性策略不一致. 将品牌个性 (热情/竞争力) 与可爱类型 (亲切的模式/奇) 相匹配,可以提高品牌的评价,尤其对社会排斥的消费者来说.
科学领域:
- 消费者心理学 消费者心理学
- 社交媒体营销 社交媒体营销
- 品牌战略 品牌战略
背景情况:
- 可爱性在社交媒体上的品牌营销中越来越多地使用,但它的有效性是不一致的.
- 现有的研究缺乏关于可爱性及其操作机制的明确概念化.
- 本研究通过整合一致性理论和刻板印象内容模型 (SCM) 来解决这些差距.
研究的目的:
- 为了区分kindchenschema和奇怪的可爱.
- 检查可爱类型和品牌印象 (温暖,能力) 之间的一致性如何影响品牌评价.
- 在这个过程中调查偏社会互动 (PSI) 和社会排斥的作用.
主要方法:
- 开发并测试了一个整合一致性理论和SCM的模型.
- 进行了三项实验,操纵了可爱类型和品牌印象.
- 测量了偏社会互动和品牌评价,以社会排斥作为调节者.
主要成果:
- 可爱类型和品牌印象之间的匹配 (例如,kindchenschema的温暖,随意的能力) 通过增加PSI显著提高了品牌评估.
- 这种匹配效应在被社会排斥的消费者中得到了放大,作为一种补偿机制.
- 对于社会包容的消费者来说,这种影响是减弱的.
结论:
- 超越可爱的强度,可爱类型与品牌个性的战略调整对于有效的社交媒体营销至关重要.
- 了解消费者的心理需求,特别是社会排斥,可以优化品牌个性化的部署.
- 为品牌提供可操作的见解,通过定制的可爱性策略来增强消费者参与和品牌评估.
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