名人代言研究的热点、前沿与分析框架——基于Web of Science核心合集文献的计量分析

On the Hotspots, Frontiers and Analytical Framework of Celebrity Endorsement Research: A Quantitative Analysis Based on the Core Collection Literature of Web of Science

经过多年发展,国外名人代言领域的研究硕果累累。然而,国内外尚未有学者以文献计量的方法对名人代言研究进行梳理。运用Bicomb 2.0、Citespace V、Ucinet 6.0和SPSS 22.0软件,对Web of Science核心合集中关于名人代言的372篇文献进行了文献计量分析,系统梳理了名人代言领域的研究热点,具体表现在名人代言人属性、名人代言人类型、名人代言人负面信息、公共管理与公众健康、社交网络、广告心理效果和品牌传播效果七个方面。基于研究热点,构建了名人代言研究的分析框架。最后,展望了名人代言领域的未来研究方向。

After years of development, the research on the field of celebrity endorsements abroad has been fruitful. However, scholars at home and abroad have not combed the study of celebrity endorsements by means of bibliometrics. By employing such softwares as Bicomb 2.0, Citespace V, Ucinet 6.0 and SPSS 22.0, this paper conducts a bibliometric analysis of 372 articles on celebrity endorsements in the core collection of Web of Science. It systematically combs the research hotspots in the field of celebrity endorsements, which are reflected specifically in the seven aspects, such as the attributes of the celebrity spokespersons, the types of celebrity spokespersons, the negative information of the celebrity spokespersons, the public management and public health, the social networks, the advertising psychology effects and the brand communication effects. Based on the research hotspots, an analytical framework for celebrity endorsement research is constructed. Finally, it provides an outlook of the future research direction in the field of celebrity endorsement.