摘要
为了探讨自媒体内容营销与消费者品牌人格感知和品牌态度之间关联的内在机理,通过两个组间实验,获取363份有效被试数据,采用方差分析和层次回归分析,结论为:品牌自媒体3种内容营销形式对话、讲故事、顾客互动参与对消费者的品牌人格感知和品牌态度都具有显著的正向影响,其中对话与讲故事的影响几乎相等,顾客互动参与影响稍弱;品牌人格感知在内容营销与品牌态度的关系之间起部分中介作用。内容与品牌关联度对内容营销与品牌态度、品牌人格感知关系的调节作用不显著。
The study aims to explore the internal mechanism of the association among the we media content marketing, consumer brand personality perception and brand attitude. With 363 valid subjects＇ data obtained from two inter-group experiments, we used hierarchical regression analysis and analysis of variance to draw the following conclusions： three different forms of brand media con- tent marketing including conversation, storytelling, customer interaction and participation have posi- tive significant effect on consumers＇ brand personality perception and brand attitudes. Among them, conversation and storytelling affect almost equally, while customer interaction and participation are weak-linked. Brand personality perception partially mediates the relationship between content market- ing and brand attitudes. Further, the degree of content associated with brand fails in its moderate role on the relationship between content marketing with brand personality perception and brand attitude.
出处
《管理学报》
CSSCI
北大核心
2016年第10期1534-1545,共12页
Chinese Journal of Management
基金
湖南省社会科学基金资助重大招标项目(16ZDA11)
关键词
自媒体
内容营销
内容与品牌关联度
品牌人格感知
品牌态度
we media
content marketing
degree of content and brand associated
brand person-ality perception
brand attitude
