Research On The Influencing Mechanism Of Celebrity Endorsements Paradigm On Word-of-mouth Communication

Celebrity endorsements are the most popular and most widely used corporate new products or services.In recent years,research on celebrity endorsements has fully verified this paragraph,that is,celebrity endorsements can bring high social value and ethical value while creating good economic value for enterprises.In social media,celebrities have many fans,so celebrities can use their fan networks and fan relationships to help companies spread their brands.Most of the previous research proves that celebrities can bring good brands to the company by strengthening their positive image.The effect of communication,that is,the self-enhancing celebrity endorsement style.However,many celebrities in social media will adopt self-motivation or a way of endorsing their own identity,that is,self-deprecating celebrity endorsement style.In this study,we point out that in social media,celebrity endorsements can be divided into self-deprecating endorsement style and self-strengthening endorsement style,and in order to further explore the difference in word-of-mouth communication brought about by this endorsement style,we introduce product types(utilitarian products/hedonic product)As a moderator,In-depth exploration of the impact of celebrity advertising presentations and product differentiation matching paradigms on consumer word-of-mouth recommendation willingness and behavior.In order to initially explore the rationality and scientific nature of this phenomenon,we first grasp the celebrity endorsement data in Sina Weibo,a total of 134,we use the method of variance analysis to verify whether different celebrity endorsement methods can bring differentiated word of mouth Spread the effect.The empirical analysis shows that the consumer's word-of-mouth recommendation will not be different because of celebrity endorsements.At the same time,when consumers contact self-deprecating celebrity endorsement marketing incentives,they will enhance the word-of-mouth communication behavior of practical products,and consumers will be self-reliant.When celebrity endorsement marketing stimulation,it will enhance the word-of-mouth communication behavior of hedonic products.At the same time,in order to ensure the robustness of the research results,we designed the psychological behavior experiment method to repeat the verification of the conclusion,and combined with the social impact theory to verify the internal mechanism of the celebrity endorsement and product type matching paradigm.The laboratory used 2(self-deprecating celebrity endorsement style/self-enhancing celebrity endorsement style)× 2(utilitarian product/hedonic product)factor matrix design,the subject was 138 for a student from a university.The experimental results show that the influence of self-deprecating celebrity endorsement style and product type matching paradigm on consumer's word-of-mouth recommendation will be through mediating influence;self-enhancing celebrity endorsement style and product type matching paradigm will recommend consumers' word of mouth.The impact is through the normative impact as an intermediary.This research has carried out two studies through second-hand data and experimental methods,and deepened the understanding of celebrity endorsement related research,product differentiation theory,social influence theory and other fields in social media,which has strong theoretical significance.The first is to deeply study the influence and communication effect of self-deprecating celebrity endorsement style in social media.Secondly,by combining product differentiation theory,it is verified that different celebrity endorsement styles have different influences on different products.Finally,by combining society The influence theory expands the application scope of social influence theory in the field of marketing.At the same time,this research also has a strong management significance.When selecting celebrity endorsements and product stimulating copywriting,companies can deeply combine endorsement styles and product features,and use self-deprecating endorsement styles for utilitarian products,for hedonic products.The use of self-improving celebrity endorsement styles can maximize the utility of word-of-mouth communication.