Research On The Influence Of Repetition Frequency Of Live Broadcast Advertising On Brand Engagement Behavior

The rapid development of the Internet has expanded the personal influence of consumers.In live advertising,consumers’ comments,forwarding and other behaviors have a profound impact on the brand.The growth of consumer influence and the popularity of live broadcast make the research on brand fit behavior particularly urgent.In the context of live broadcast,the typical brand fit behaviors of consumers include those unrelated to transaction,such as word-of-mouth,recommendation,comment and forwarding.In live advertising,important information is often repeated.The frequency of repetition and the complexity of the meaning of repeated information will affect consumers’ emotion and perceived risk level to the brand;and brand engagement behavior will be affected by consumers’ emotion,experience,trust and other factors.Therefore,this paper will verify the impact of repetition frequency on brand engagement behavior,and explore the role of perceived risk and complexity of information meaningIn this paper,three experiments are used to prove the mechanism of the influence of repetition frequency on brand engagement behavior.In this paper,one,three and five times are used as the standard to distinguish low frequency,intermediate frequency and high frequency repetition.In Experiment 1,compared with low-frequency repetition,intermediate frequency repetition has a significant positive effect on the brand engagement behavior of consumers;in Experiment 2,the negative effect of high-frequency repetition on the brand engagement behavior and the intermediary role of perceived risk in it are verified;in Experiment 3,on the premise of excluding emotional interference,the effect of intermediate frequency repetition on the brand engagement behavior is proved.Complexity of information meaning plays a regulating role in the processThe concept of brand engagement has been put forward for a short time,and there are few related researches in China,especially in empirical research;the empirical research results of this paper can supplement and enrich the domestic research on brand fit behavior to a certain extent.The experimental situation of this paper is based on the characteristics of live network advertising,different from the traditional TV advertising,so the conclusion of the experiment can also provide guidance and reference for enterprise management and marketing activities in practice.