Research On The Influence Of Entertainment Marketing Interaction On Consumer Subjective Well-Being

As an important part of experiential marketing,entertainment marketing is increasingly favored by enterprises.In addition to celebrity endorsements,micro-movies and other forms,companies often hold performances in the mall.In this activity,consumers experience the well-prepared programs under the guidance of the event host;at the same time,consumers can interact with other consumers.Although widely used in practice,the impact of this form of entertainment marketing on consumers' subjective well-being needs to be empirically analyzed.In addition,in order to create a good atmosphere,companies generally arrange shills in those activities,so the impact of shill on consumers' subjective well-being should also be included in the research.Furthermore,to the different personalities,further analysis of the role of personalities in the impact of entertainment marketing activities on consumers' subjective well-being is also necessary.This article takes finding the factors that remarkably influence consumers' subjective well-being in enterprises' entertainment practices and improving the effectiveness of entertainment activities as the primary goal.From the perspective of consumers' subjective well-being,three experiments are carried out under the psychological experiment method,and the experimental data is analyzed by one-way and two-way ANOVA.The final conclusions are as follows: First,the presence of interaction in entertainment marketing activities has a significant impact on the subjective well-being of consumers.Specifically,the subjective well-being of consumers under interactive entertainment marketing is higher than that under entertainment marketing without interaction.Second,the shill in entertainment marketing has a significant impact on the subjective well-being of consumers,and has a moderate effect on the impact that entertainment marketing interaction has on consumers' subjective well-being.The specific moderate is as follows: when the consumer can recognize the existence of shill,the influence of entertainment marketing interaction on subjective well-being disappears;and the subjective well-being of the consumer is at a low level;When the consumer can't recognize the existence of shill,the influence of entertainment marketing interaction on subjective well-being keeps.Third,the personality has a re-moderate effect on the shill's moderate effect on the influence that entertainment marketing interaction has on consumer subjective well-being.Specifically,when the consumer is extroverted,the shill's moderate effect remains;when the consumer is introverted,the moderate effect of the shill disappears,that is,whether the shill can be recognized,the subjective well-being is at a low level.Based on the research results,this paper suggests that enterprises should try their best to increase the interaction of entertainment marketing activities;try to avoid inserting shills in those activities;consciously and reasonably guide the participation behavior of consumer;and specifically invite consumers with certain personality traits to participate in those performance.In addition,extroverted consumers can actively participate in such entertainment marketing activities to enhance their subjective well-being.