拟社会化的微博互动——基于串联中介模型的奢侈品牌“卖萌”效果研究

A Serial Mediation Model of Parasocial Interactions: What a Cute Luxury Brand

本文以拟社会互动和品牌个性为理论基础,从微博营销的视角探讨了奢侈品牌"卖萌"产生的广告效果。运用2(品牌知名度)×2(卖萌程度)的组间阶乘设计,本研究证明了品牌通过"卖萌"能够实现与消费者之间的"拟社会互动",这种互动在带动品牌个性对广告产生正向影响的同时还会刺激消费者对品牌进行积极的口碑传播。通过上述实证分析,本文意在为品牌拟人化、拟社会互动、奢侈品市场的"萌"文化以及数字营销的未来发展等领域提供兼具国际与本土视野的新视野。

While cuteness is spreading through the Chinese luxury market, limited research focuses on this phenomenon in its digital space. The present study goes beyond the traditional research spectrum and examines how luxury brands use cute cartoon characters to communicate with Chinese consumers on social media. Using systematically developed advertising stimuli and a 2(Brand Awareness) × 2(Level of Cuteness) experimental design, the main experiment demonstrates that cuteness can engage consumers in a ’quasi social interaction’ with a luxury brand. Once initiated, this parasocial interaction drives attributions of brand personality, encouraging greater brand admiration. Our findings provide insights into anthropomorphism, parasocial interaction, and cuteness culture of luxury marketing in China.