意见领袖粉丝数量对品牌声誉的影响研究

Research on Impact of the Number of Opinion Leaders’Fans on Brand Reputation

研究旨在探讨粉丝经济的有效性。基于社会网络理论,采用实验法研究意见领袖粉丝数量对品牌声誉的影响。结果表明,意见领袖粉丝数量正向影响品牌声誉,相比较少粉丝,较多粉丝意见领袖发言带来的品牌声誉更高,且权威感知在粉丝数量对品牌声誉的影响中起中介作用。但该影响仅在意见领袖-品牌契合度高时有效,当意见领袖-品牌契合度低时,粉丝数量正向影响权威感知,但品牌声誉却无明显差异。结论丰富了社会网络理论,完善了意见领袖粉丝研究,为企业利用意见领袖进行品牌宣传提供建议。

The study aims to investigate the effectiveness of the fans of economic.Based on social network theory,this research investigates the influence of the number of fans of opinion leaders on brand reputation through experimental method.The results showed that the brand reputation brought by more fans'opinion leaders is higher,and the authority perception plays an mediated role.However,this effect was only effective when the opinion leader-brand fit is high.When the fit is low,there was no significant difference in brand reputation.The research enriches the fans research and has practical significance for enterprises to carry out effective brand publicity.