Z世代Instagram用户生活方式营销与品牌网红广告的比较

Q2 Business, Management and Accounting Journal of Promotion Management Pub Date : 2022-12-29 DOI:10.1080/10496491.2022.2163033
Sunil Hazari, Beheruz N. Sethna
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引用次数: 6

摘要

Instagram已经成为消费者和营销人员的热门平台。利用刺激-有机体-反应理论,本研究比较了Instagram广告的生活方式和品牌影响者类型,以确定对Z世代Instagram用户的注意力、态度和购买意愿的影响。研究还考虑了性别和人格的调节作用。运用多元方差分析和回归分析,我们发现男性和外向者对广告的关注和态度更高。对于品牌网红广告,没有发现性别差异。基于个性而非性别的细分更有说服力。这项研究的结果可以帮助开发有效的Instagram营销活动。
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A Comparison of Lifestyle Marketing and Brand Influencer Advertising for Generation Z Instagram Users
Abstract Instagram has become a popular platform for consumers and marketers. Using the stimulus-organism-response theory, this study compared lifestyle and brand influencer types of Instagram advertisements to determine the impact on attention, attitude, and purchase intention for Gen Z Instagram users. The moderating role of gender and personality was also considered. Using MANOVA & Regression analysis, we found that males and extroverts had higher attention and attitude toward advertisements. No gender differences were found for brand influencer advertisements. The case for segmentation by personality over gender was more compelling. The findings of this study can help develop effective Instagram marketing campaigns.
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来源期刊
Journal of Promotion Management
Journal of Promotion Management Business, Management and Accounting-Marketing
CiteScore
6.10
自引率
0.00%
发文量
26
期刊介绍: The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.
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