Microblogging reactions to celebrity endorsement: effects of parasocial relationship and source factors

Companies have begun to utilize celebrity microbloggers to promote their brands and products because the microblog has become an influential social media channel in people’s daily lives. This study explores the predictors of followers’ microblogging reactions to celebrity endorsement on microblogs, including the acceptance of posting celebrity endorsements as well as the intentions to retweet and continue following the celebrity microblogger. The results of an online survey (N?=?862) indicated that parasocial relationships (PSR) and celebrity–product congruence were salient antecedents of the followers’ microblogging reactions to celebrity endorsements, while the celebrity microblogger’s attractiveness and credibility had no significant impact on the followers’ reactions to celebrity endorsement. The followers’ acceptance of posting celebrity endorsements on microblogs served as a mediator between the PSR and the followers’ intentions to retweet the endorsement messages and to continue following the celebrity microblogger. A conceptual model is developed to demonstrate the influential process of celebrity endorsements in the microblog context.     

网红直播带货营销机制研究 ——基于品牌价值共创视角

受益于数字化技术和服务的创新发展,国内各类直播APP与直播门户网站随之兴起,网红直播带货营销也应运而生。基于品牌价值共创视角,研究了网红直播带货营销机制,认为网红直播带货营销是消费者参与下的多品牌价值共创互动行为,是对消费者品牌体验价值的重塑。消费者主要与网红个人品牌、待售产品(服务)品牌、直播平台品牌展开价值共创,其中网红个人品牌发挥着品牌价值纽带作用,将各方有效链接,信息流与物流则发挥了重要支持作用。消费者品牌偏好决定了各方在网红直播带货营销中的品牌价值共创路径。消费者偏好网红个人品牌时,应以直播内容营销为核心,重视消费者情感体验;消费者偏好待售产品品牌时,应以品牌社群营销为核心,重视消费者产品体验;消费者偏好带货平台品牌时,以品牌电商营销为核心,重视消费者购物体验。     

名人纪念馆展板解说词翻译策略探讨——以王懿荣纪念馆为例

名人纪念馆展板解说词属于外宣文体,但有着与其他外宣文体不同的语言特点,因此翻译策略也应有所不同。以烟台王懿荣纪念馆翻译展板解说词为例,通过分析该馆汉语解说词的文本语言特点,即通俗化说明、专业术语、渲染性语言混杂,结合例子讨论了应用的主要翻译方法,包括直译与意译、增译与减译的结合运用,并着重探讨了名人纪念馆翻译中的重点和难点,即术语翻译,展示王懿荣纪念馆展板解说词出现的若干历史术语的翻译过程,讨论了采用的翻译策略,为名人纪念馆展陈解说词之类文本的翻译提供参考。     

品牌微博中明星效应与消费者品牌忠诚关系的实证研究——基于消费者融入视角

基于消费者融入视角,对品牌微博中的明星效应与消费者品牌忠诚的关系进行了实证研究。通过向经常使用微博并且有关注品牌官方微博的数百名消费者进行问卷调查,对所得数据进行实证分析得出：微博品牌中明星效应对消费者融入、品牌忠诚皆有显著正向影响,消费者融入对品牌忠诚有显著正向影响,且消费者融入在明星效应与品牌忠诚之间起到部分中介作用。     

青少年偶像崇拜的卷入类型与特征分析

为了探讨青少年偶像崇拜卷入的类型分布及基本特征,通过整群抽样,从苏州、南通等地抽取639名大学生和中学生,采用偶像崇拜量表(Celebrity Attitude Scale,CAS)进行调查.经快速聚类分析和判别分析,青少年偶像崇拜划分为低卷入型、交际型、移情性、妄想型四种具有合理性,非理性崇拜者比例较高,其总体状况不容乐观;初中生、学业成绩班级平均水平之下和对偶像非常喜欢阶段的青少年易卷入非理性崇拜;偶像崇拜既有情感满足的积极一面,也有非理性的沉溺一面,对青少年不同程度的偶像崇拜者应区别对待.     

历史名人文化在河北省文化旅游发展中的开发与利用

河北省历史名人文化资源异常丰富,但由于政府重视不够及各地在开发名人资源时缺少协作,没有出现跨区域的名人旅游文化路线,同时,在开发名人文化旅游过程中片面追求经济效益而缺少精神内涵,所以,名人旅游资源尚需从长远角度以战略的眼光本着系统、共赢、创新和长远的原则进行多层次多角度的保护与开发,以服务于河北省文化事业的发展。     

广告荐证者的法律责任

广告荐证者包括团体荐证者与自然人荐证者。广告荐证者应当为虚假广告侵权行为承担民事责任,并为此承担相应的行政责任。同时广告荐证者应当承担比广告主较轻的刑事责任。     

论明星代言广告的引导与规范

明星代言广告,已经成为当今重要的广告现象。明星代言广告的风行,契合了当下特定的社会与文化语境。明星代言广告在助力推销客户产品、提高客户产品知名度、提升企业形象的同时,也呈现出了诸多问题。引导与规范明星代言广告行为,消除其负面社会效果及误导效应,是当下广告领域亟须解决的现实问题。     

Platform vulnerabilities: harassment and misogynoir in the digital attack on Leslie Jones

ABSTRACT

In the summer of 2016, racist, misogynistic harassers attacked comedienne Leslie Jones on Twitter and on her personal website, which they hacked and flooded with sexist and racist imagery stolen largely from her personal accounts. Through a multiplatform discourse analysis of the Leslie Jones attack, this paper examines the connections between platform vulnerabilities and the vulnerabilities of women of color, as well as the links between the rise of the alt-right and an increase in explicitly racist, misogynistic behaviors. Three key themes emerged from the analysis: messages of support and affirmation; the need for intervention; and the connection between this incident, systemic racism and sexism, and the rise of the alt-right. These themes serve as a bridge between the vulnerabilities of platforms and of women of color in those digital spaces and beyond. The supportive awareness campaigns and calls to action that issue publics launched online attempted to discursively ‘patch’ two perceived vulnerabilities – of Twitter as a platform and of Jones herself. However, in response to these ‘patches,’ members of the alt-right condemned Twitter and mainstream media for marginalizing their conservative voices, using this discourse to bolster their performance of victimization and oppression. Overall, this case study provides insight into the dynamics at work in the rise of the alt-right and online harassment, with particular attention to the significance of digital media, celebrity, and popular feminism in the ongoing political shifts in the United States.     

广告荐证者不能承受之重——针对《广告法(修订草案)》第39条第2款的思考

广告荐证人自证立法立足于虚假广告问题的现实考量, 顺应“明星代言入法”的趋势, 从广告市场和市场经济法治完善角度具有合理性动机。法律系统内部以及广告市场发展的困境, 引发荐证归责系统混乱以及某些商品与服务的“荐证不能”与荐证费用高昂。广告荐证法律规制的核心在于防止荐证成本的不合理转化, 自证立法在加重荐证者审慎义务的同时, 无助于执法的推进与立法动机的实现, 是荐证者不能承受之重;应当从做足连带责任入手, 从实体和程序两方面进行制度完善。