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2110随着奢侈品品牌消费群体的年轻化以及社会化媒体的广泛应用，传统奢侈品品牌的营销传播面临巨大的挑战，如何根据消费者所处的不同社会化媒体使用场景针对性地选取广告沟通策略成为奢侈品品牌十分关心的问题。本研究通过三项实验探究了奢侈品广告沟通风格与社会化媒体使用场景所带来的消费者自我意识状态的匹配效应及其内在机制。结果表明，当消费者处于主体自我意识状态时，奢侈品采用高冷感（vs.温暖感）的广告沟通风格能够更好地提升消费者的购买意愿和品牌态度，且这一效应被独特性价值感知所中介；当消费者处于客体自我意识状态时，奢侈品采用温暖感（vs.高冷感）的广告沟通风格能够更好地提升消费者的购买意愿和品牌态度，且这一效应被消费者状态自尊所中介。上述结论意味着，在传统媒体时代，奢侈品基于消费者主体自我意识状态设定而普遍采用的高冷广告沟通风格，会因为社会化媒体广泛应用所带来的消费者自我意识状态多样化而不得不改变。
冷暖“自”知：社会化媒体使用中的自我意识状态与奢侈品广告沟通风格的匹配效应研究
摘要
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引用本文
费显政, 蒋雯, 王海燕. 冷暖“自”知：社会化媒体使用中的自我意识状态与奢侈品广告沟通风格的匹配效应研究[J]. 外国经济与管理, 2024, 46(7): 102-119.
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