数字影响力者对产品背书的选择:一致性视角

IF 5.4 2区 管理学 Q1 BUSINESS, FINANCE Journal of Management Science and Engineering Pub Date : 2023-09-01 DOI:10.1016/j.jmse.2023.01.001
Nan Feng , Wenfan Zhao , Haiyang Feng , Minqiang Li , Liang Xian
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引用次数: 0

摘要

为了推断产品的健身信息,消费者通常会咨询数字影响者,这些影响者会努力学习和评估产品的功能,然后将信息传播给他们的关注者。然而,网红的推荐并不局限于与他们的专业知识完全匹配的产品,这可能会导致追随者取消关注他们。本研究调查了影响者应该支持的产品(高一致性或低一致性)以及应该发挥多大的支持力度。利用一个理论模型,我们得到了几个有趣的结果。首先,如果每个失去追随者的惩罚是中等的,或者如果影响者在减少该产品的感知误差方面有足够高的效率,那么认可低一致性产品会让影响者惊讶地受益。第二,尽管网红在高一致性产品方面有很高的专业知识,但如果她的粉丝中有特别小或特别大的比例是低一致性产品的潜在消费者,那么她在代言高一致性产品时会比代言低一致性产品失去更多的粉丝。第三,当影响者认可低一致性产品时,只有当关注者基数较小且很大比例的关注者是低一致性产品的潜在消费者时,新关注者的数量才会随着影响者关注者基数的规模而增加。有趣的是,随着关注者规模的增加,网红在认可高一致性产品时总是付出更多的努力,而在了解低一致性产品时,如果关注者中潜在消费者的比例足够小,网红就会付出更少的努力。最后,在考虑到消费者对产品特征的了解后,主要结果仍然成立,并且在考虑影响者之间的竞争时,我们揭示了两个影响者都会选择认可高一致性产品的条件。
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Digital Influencer's choice of product endorsement: A perspective of congruence

To infer product fitness information, consumers often consult digital influencers who exert effort to learn and evaluate product features and then propagate information to their followers. However, influencers' recommendations are not limited to products that exactly match their expertise, which may lead followers to unfollow them. This study investigates which product (high or low congruence) an influencer should endorse and how much endorsement effort should be exerted. Using a theoretical model, we obtain several interesting results. First, endorsing a low-congruence product can surprisingly benefit the influencer if the penalty per lost follower is moderate or if the influencer has sufficiently high efficiency in reducing the perception error of this product. Second, although the influencer has high expertise in the high-congruence product, she will lose more followers when endorsing it than when endorsing the low-congruence product if a particularly small or large proportion of her followers are potential consumers of the low-congruence product. Third, when the influencer endorses the low-congruence product, the number of new followers increases with the size of the influencer's follower base only when the follower base is small and a large proportion of followers are potential consumers of the low-congruence product. Interestingly, as the size of the follower base increases, the influencer always exerts more effort when endorsing the high-congruence product but will exert less effort in learning about the low-congruence product if a sufficiently small proportion of followers are potential consumers. Finally, after taking consumers' knowledge about product features into account, the main results still hold, and when considering the competition between influencers, we uncover the conditions under which both influencers will choose to endorse the high-congruence product.

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来源期刊
Journal of Management Science and Engineering
Journal of Management Science and Engineering Engineering-Engineering (miscellaneous)
CiteScore
9.30
自引率
3.00%
发文量
37
审稿时长
108 days
期刊介绍: The Journal of Engineering and Applied Science (JEAS) is the official journal of the Faculty of Engineering, Cairo University (CUFE), Egypt, established in 1816. The Journal of Engineering and Applied Science publishes fundamental and applied research articles and reviews spanning different areas of engineering disciplines, applications, and interdisciplinary topics.
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