冷暖“自”知:社会化媒体使用中的自我意识状态与奢侈品广告沟通风格的匹配效应研究

Cold or Warm:The Matching Effect between Self-awareness in Social Media Use and Communication Style of Luxury Advertising

随着奢侈品品牌消费群体的年轻化以及社会化媒体的广泛应用,传统奢侈品品牌的营销传播面临巨大的挑战,如何根据消费者所处的不同社会化媒体使用场景针对性地选取广告沟通策略成为奢侈品品牌十分关心的问题。本研究通过三项实验探究了奢侈品广告沟通风格与社会化媒体使用场景所带来的消费者自我意识状态的匹配效应及其内在机制。结果表明,当消费者处于主体自我意识状态时,奢侈品采用高冷感(vs.温暖感)的广告沟通风格能够更好地提升消费者的购买意愿和品牌态度,且这一效应被独特性价值感知所中介;当消费者处于客体自我意识状态时,奢侈品采用温暖感(vs.高冷感)的广告沟通风格能够更好地提升消费者的购买意愿和品牌态度,且这一效应被消费者状态自尊所中介。上述结论意味着,在传统媒体时代,奢侈品基于消费者主体自我意识状态设定而普遍采用的高冷广告沟通风格,会因为社会化媒体广泛应用所带来的消费者自我意识状态多样化而不得不改变。

With the younger consumption groups of luxury brands and the wide application of social media,the marketing communication of traditional luxury brands is facing huge challenges.How to select targeted advertising communication strategies according to different social media use scenarios of consumers has become a concern for luxury brands.Through three studies,this paper explores the matching effect between communication style of luxury advertising and different self-awareness states,and the underlying mechanism of unique value perception and self-esteem.The results show that when consumers are in a state of subjective self-awareness,luxury products with a cold(vs.warm)advertising communication style can enhance consumers'purchase intention and brand attitude,and this effect is driven by unique value perception.When consumers are in a state of objective self-awareness,luxury products with a warm(vs.cold)advertising communication style can enhance consumers'purchase intention and brand attitude,and this effect is driven by self-esteem.The above conclusions mean that in the era of traditional media,the cold advertising communication style commonly adopted by luxury products based on consumers'subjective self-awareness state will have to be changed due to the diversified self-awareness states of consumers brought about by the extensive use of social media.