我不是我喜欢的样子:在社交媒体上为品牌代言会对消费者的自我评价产生负面影响

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-02-01 DOI:10.1177/10949968221075993
S. F. Bernritter, A. Loermans, Anniek W. Eigenraam, P. Verlegh
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引用次数: 4

摘要

消费者在多大程度上将他们在社交媒体上认可的品牌身份融入他们的自我概念?我们认为,与流行的观点相反,在线品牌代言不一定会导致品牌融入自我,因此可能会导致对比效应,对消费者的自我评价产生负面影响。我们在五项研究中检验了我们的假设,发现在社交媒体上为某个品牌背书的消费者随后会对反映该品牌关键个性特征的特征进行负面调整。只有当他们为品牌背书时(即通过“点赞”或“关注”),这种影响才会发生,而不是当他们只是访问品牌的社交媒体页面时。此外,这种效应受到品牌象征性的调节,如果品牌被认为具有较低的品牌象征性,则效果更强。消费者自我评价的下降会对品牌结果产生负面影响。我们还探讨了激励作为反机制的作用。总之,我们的研究结果揭示了在社交媒体上促进消费者对品牌背书的阴暗面,这不仅对消费者有影响,也对品牌有影响。
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I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation
To what extent do consumers incorporate the identity of brands they endorse on social media into their self-concept? We argue that, contrary to popular belief, online brand endorsements may not necessarily lead to inclusion of the brand into the self and may, consequently, lead to contrast effects that negatively affect consumers’ self-evaluations. We test our hypotheses across five studies and find that consumers who endorse a brand on social media subsequently negatively adjust their self-evaluations on traits that reflect the brand's key personality traits. This effect occurs only if they endorse the brand (i.e., by “liking” or “following” it), but not when they just visit the brand's social media page. Moreover, the effect is moderated by brand symbolism, with stronger effects if the brand is perceived to have low brand symbolism. The downwards shift in consumers’ self-evaluations negatively affects brand outcomes. We also explore the role of incentives as counter mechanism. In conclusion, our findings reveal a dark side to promoting consumer endorsement of brands on social media, one with implications not only for consumers but also for brands.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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