网红直播代言产品外文文献翻译.docx

网红直播代言产品外文文献翻译.docx

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网红直播代言产品外文文献翻译

网红直播代言产品外文翻译2020

英文

Theeffectsofmatch-upsontheconsumerattitudestowardinternetcelebritiesandtheirlivestreamingcontents

inthecontextofproductendorsement

HyunPark

Abstract

Streamingmediaplatformopensnewwaysforcelebrityendorsement.Basedontheresearchesrelatedtocelebrityendorsementandmatch-uphypothesis,thisstudyexplorestheinfluencesofvariousmatchesontheconsumerattitudeswithinthecontextoflivestreamingshoppingwithinternetcelebritiesinChina.Resultssuggestthatproduct-sourcefitaffectstheperceivedsourceattractivenessandtrustworthiness,whileproduct-contentfitaffectsutilitarianandhedonicattitudetowardthecontent.Sourcetrustworthiness,hedonicattitudeandself-productfitincreasedtheintentiontobuy.Thisstudydevelopsandtestsanintegrativemodelofinternetcelebrityendorsementbyinvestigatingcongruenceeffectsonlivestreamingviewers.

Keywords:

Internetcelebrity,Livestreaming,Match-uphypothesis,Socialmedia,Wanghong

Introduction

Withincreasingpopularityofsocialmedia,influencerswithnumerousfollowershaverecentlygeneratedadvertisingeffectsandsales.Theemergenceofcelebritieswhohaveachievedinfluencebasedontheuseoflivestreamingcontents,‘Wanghong’inChina,comesatatimewhenconsumerssearchforwaystoexpressthemselvesandcompaniesrequirecreativewaystoendorsebrands.Theseinternetcelebritiesarecontentcreatorswhohavethepowertoaffectothersonsocialmediaplatforms（Li,2018）.Basedonthenotableinfluence,theyturnonlinetrafficintosalesthroughe-commerceoronlineadvertising.Themostsuccessfuloneswhohavemonetizedtheirhugefanbasesarefashioniconspostinglivestreamingcontentsaboutstyleandfashionproducts.

Streamingmediaplatformopensnewchannelforcelebrityendorsementprovidingpromotioninformationorproductrecommendationsandshapingfollowers’interest.Manyinternetcelebritiesattractalotoffollowerswiththeirownattractivenessaswellasgaincredibilitywithoriginalqualitycontentsbasedonopinionandanalysis.Theyprovidevaluesfortheirfollowersbyofferingusefulorentertaininglivecontents.Mostofthemareactualconsumerswhoarewillingtopromoteproductstheyhaveexperiencedtopotentialconsumersamongtheirfollowersandcompanieswanttoincorporatetheseinfluencersintomarketingstrategies.Associalmediacanprovidemoreeffectiveenvironmentforcelebrity-fansinteractionthantraditionalmassmedia,manyconsumersperceivetheseuser-basedcontentsasmoretrustworthythantraditionalcommercialstrategies（GongandLi,2017）.

However,contentviewersassessthecontentandtheinfluencersandcalculatetheirsuitabilityforaspecificproductorbrandimage.Agoodproduct-sourcematchisinfavoroftheevaluationsoftheadvertisementthatisendorsedbyevenunfamiliarcelebrities（McCormick,2016）.Onthecontrary,whenfansrecognizethemismatchbetweentheendorsedproductandtheendorser,theyarelikelytoconsiderthecelebrityasamarketerwhopursuescommercialmotives.Iftheinternetcelebrityisperceivedasamarketerinsteadofanopinionleaderasanotherconsumer,followersmighthavenegativeattitudetowardthecelebrity.

Similarly,productplacementstudies（Shamdasanietal.,2001）attachimportancetothewaysproductsareplacedinamediaorthewaysproductsfitinthecontext.Placementsoutofcontextareperceivednegativelyandmayresultinlowlevelsoftrustinbrandclaimsandeveninthemedia（Bhatnagaretal.,2004）.Theharmonyofthematchbetweenanendorserandanendorsedproductcaninfluencetheimageoftheendorser.Thefitbetweenanendorsedproductandthemediacontentmayaffecttheattitudetowardthecontent.Aslimitedresearchexists,especiallywithinthecontextoflivestreamingshopping,itisnecessarytoinvestigatethesyntheticinfluencesoffitsontherelatedconsumerattitudes.

Previousstudiesoncelebrityendorsementsindicatethatattractiveness,credibility,andthecelebrity-productcongruencehavepositiveimpactsonconsumerattitudetowardtheadvertising,brand,product,aswellaspurchaseintention（GongandLi,2017; TillandBusler,2000）.However,moststudieswereconductedwithinthetraditionalmassmediacontextandsomeotherformofsocialmediacontextsuchasblogorsocialnetworkservice.Thereisverylittleresearchexaminingthelivestreamingphenomenonornewtypesofcelebrities.Moreover,fewstudiesoffersyntheticframeworkstointegratetheinfluencesofmatchesrelatedtocelebrity,content,consumerandtheendorsedproduct.Tobridgetheresearchgaps,thisstudyfocusesonlivestreamingbyinternetcelebritiestoinvestigatetheimpactsofthesevariousmatchesontheaudiences’evaluation.

Thepresentstudyoffersfurtherinsightsregardingthereverseeffectsofendorsementsontheendorsersasaresultofabadmatch.Theperceivedtrustworthinessandattractivenessofacelebritycanbedecreasedwhenthecelebrity–productfitislow（YooandJin,2015）.Mostinternetcelebritieslesswell-knownthantraditionalcelebritiescouldbemorevulnerabletothiskindofreverseflow.Astheyshouldputevengreateremphasisonthecongruence,itisnecessarytoinvestigatethereversetransfereffectinthecontextoflivestreamingendorsementsbyinternetcelebrities.

Literaturereviewandhypotheses

Sourcecharacteristicsandendorsementeffectiveness

WanghongbecamepopularbypresentingattractivenessviaChinesesocialmedia.Theyprovidevarietyofcontentsandaffectconsumptiontrendsbasedonthereliabilityestablishedthroughcontinuouscommunicationwithfans.Personalcharacteristicsortheself-presentationofuniqueimagestoattractfansformtheiridentitiesandfollowersdecodethesesymbolicmeaningintheprocessofinteractions（Li,2018）.

Manystudiessuggestthatcelebritycredibilityhasagreatimpactonendorsementeffectivenessrelatedtoproductoradvertisingattitudes,aswellaspurchaseintentions（e.g. GongandLi,2017; LaffertyandGoldsmith,1999）.Sourcecredibilityreferstothepositivecharacteristicsofanendorserleadingtoconsumers'acceptanceofthehonestyoftheirmessages（Ohanian,1990）containingtwodimensions:

sourcetrustworthinessandexpertise（Erdogan,1999）.Thisstudyfocusesonsourcetrustworthinessasameta-analysisaffirmsthatsourcetrustworthinessismorepowerfulforattitudechanges（Amosetal.,2008）.Sourcetrustworthinessmeansconsumer'sperceptionofendorser'shonesty,believability,andintegrity（Erdogan,1999）.Itisparticularlyimportantwhenendorsedbrandsorproductsdonotrequireanendorser'sexpertise.Internetcelebritiesdonotneedtobeperceivedasexpertsandcontinuoussocialmediainteractionsprovideinformationtoevaluatethelevelofsourcetrustworthiness.Highlytrustworthycelebritycanproduceeffectiveattitudetowardbrandcredibilityandpurchaseintentions（ChungandCho,2017）.

Livestreamingcontentsandconsumerattitude

Priorstudiesonthesuccessofmanyemergingonlineinteractivemediaassertthatoneofthemostimportantvaluesforaudiencesisthecontentvalue.Themoreattractivecontentyoupresent,themoreattentionandinfluenceyouachieve（Li,2018）.Internetcelebritiesusuallycreateinterestingcontentsforentertainmentaswellasdisplayusefulinformationrelatedtoproductsorbrands.Previousresearchsuggeststhatconsumerdecisionsareinfluencedbybothhedonicandutilitarianattitude（Vossetal.,2003）.Themotivationstomakepurchaseinonlineshoppingalsoincludebothutilitarianandhedonicdimensions（Childersetal.,2001）.Inasimilarvein,consumerattitudetowardthemediacontentcanbedividedintoutilitarianattitudeandhedonicattitude.Utilitarianattitudereflectshowusefulorbeneficialthecontentisfortheconsumer,whereashedonicattitudereferstohowfunorenjoyablethecontentisorexperientialemotionsthattheconsumerassociateswiththecontent.Understandingofhowcontentspresentedbyinternetcelebritiesaffectcognitiveaswellasemotionalattitudeofconsumersmayallowmoreeffectivecontentdesign.

Matchbetweencelebrityandproduct

Researchershaveexploredtheimportanceofmatchbetweentheendorserandtheproduct（e.g. ChoiandRifon,2012; YooandJin,2015）,suchassports-relatedproductsendorsedbyathletes（KimandNa,2007）,attractiveness-relatedproductsendorsedbyphysicallyattractivecelebrity（Kamins,1990）.Mostofresearchesonmatch-uphypothesispredictedtheimpactofendorser–productmatchonthevariousmeasuresofadvertisingeffectiveness,suchasproductattitude,advertisingattitude,andpurchaseintention（GongandLi,2017）.

Interestingly,thenegativeeffectsofendorsementsonthecelebrityasaresultofabadmatchwerealsoreported.Theperceivedtrustworthinessandattractivenessofacelebritywasdecreasedwhenthecelebrity–productfitwaslow（YooandJin,2015）.Whenthebrandisstrongbutthecelebrityisnot,thisreverseflowofpersonalityfromthebrandtothecelebritycanoccur（RoyandMoorthi,2012）.Asmostofinternetcelebritiesarelesswell-knownthantraditionalcelebrities,theyshouldputevengreateremphasisonthematch.Thus,itisnecessarytoinvestigatethisunderexploredreversetransfereffectinthecontextofproductendorsementsrelatedtointernetcelebrities.

Discussion

Thisstudyprovidesinitialevidenceaboutspecificfactorsthatcanaffectconsumerattitudetowardtheinternetcelebrities,thelivecontent,andtheproductendorsed.Consumerattitudetowardthecelebritiesortheircontentsdependsonthevariousfitsrelatedtotheproduct.Thisstudyfocusedonthecongruencebetweenth