Non-acceptance of natural African American hair is evident in mainstream media, and within the African American community. As a result, many Afi＇ican American women lack knowledge about how to care for their naturall...Non-acceptance of natural African American hair is evident in mainstream media, and within the African American community. As a result, many Afi＇ican American women lack knowledge about how to care for their naturally kinky hair because straightened hair has been the standard and norm. Therefore, women wearing natural hair had to seek support and education outside of their immediate community via social networking sites. Through a participatory culture framework via an Afrocentric lens, the results revealed that producers of these sites became the needed support and comfort that the natural hair community was missing. Through communication with these producers and their sites, a space was created where women began to appreciate and love their natural hair.展开更多
随着自媒体平台逐渐成为商业广告投放的新阵地,Vlog以领域的高度垂直化和用户的高黏度为广告的精准投放带来新空间,但学术界对此领域的探索相对较滞后。本研究借鉴影响者营销的研究成果,引入准社会交往理论,以准社会交往关系为中介变量...随着自媒体平台逐渐成为商业广告投放的新阵地,Vlog以领域的高度垂直化和用户的高黏度为广告的精准投放带来新空间,但学术界对此领域的探索相对较滞后。本研究借鉴影响者营销的研究成果,引入准社会交往理论,以准社会交往关系为中介变量,产品感知质量不确定性为调节变量,探究Vlogger人际吸引力(外表吸引力、社交吸引力、任务吸引力)如何影响消费者的购买意愿。利用结构方程模型对问卷调查回收到的数据进行实证检验,结果发现:Vlogger人际吸引力会积极影响Vlogger和受众之间准社会交往关系的建立;Vlogger和受众形成的准社会交往关系会积极影响受众作为消费者对其推荐产品的购买意愿,且在Vlogger人际吸引力和受众购买意愿之间发挥中介作用;产品感知质量的不确定性作为调节变量会正向调节准社会交往关系与购买意愿之间的关系。As self-media platforms increasingly become new battlegrounds for commercial advertising, Vlogs offer a highly targeted and user-retentive space for precise ad placement, yet academic exploration in this area lags behind. Drawing on influencer marketing research and introducing the theory of parasocial interaction, this study examines how Vlogger interpersonal attractiveness (physical, social, and task attractiveness) affects consumer purchase intentions, with parasocial interaction as the mediating variable and perceived product quality uncertainty as the moderating variable. Using structural equation modeling to empirically test data collected from surveys, the results reveal that: Vlogger interpersonal attractiveness positively influences the establishment of parasocial interaction between Vloggers and their audience;the parasocial interaction formed positively affects the audience's purchase intentions towards the products recommended by the Vlogger, and plays a mediating role between Vlogger attractiveness and audience purchase intentions;perceived product quality uncertainty, as a moderating variable, positively moderates the relationship between parasocial interaction and purchase intentions.展开更多
Over the past decade,Stuart Wiggin has published hundreds of vlogs on social media platforms,sharing authentic and objective perspectives on China to foster cultural exchange and deepen global understanding of the cou...Over the past decade,Stuart Wiggin has published hundreds of vlogs on social media platforms,sharing authentic and objective perspectives on China to foster cultural exchange and deepen global understanding of the country.展开更多
文摘Non-acceptance of natural African American hair is evident in mainstream media, and within the African American community. As a result, many Afi＇ican American women lack knowledge about how to care for their naturally kinky hair because straightened hair has been the standard and norm. Therefore, women wearing natural hair had to seek support and education outside of their immediate community via social networking sites. Through a participatory culture framework via an Afrocentric lens, the results revealed that producers of these sites became the needed support and comfort that the natural hair community was missing. Through communication with these producers and their sites, a space was created where women began to appreciate and love their natural hair.
文摘随着自媒体平台逐渐成为商业广告投放的新阵地,Vlog以领域的高度垂直化和用户的高黏度为广告的精准投放带来新空间,但学术界对此领域的探索相对较滞后。本研究借鉴影响者营销的研究成果,引入准社会交往理论,以准社会交往关系为中介变量,产品感知质量不确定性为调节变量,探究Vlogger人际吸引力(外表吸引力、社交吸引力、任务吸引力)如何影响消费者的购买意愿。利用结构方程模型对问卷调查回收到的数据进行实证检验,结果发现:Vlogger人际吸引力会积极影响Vlogger和受众之间准社会交往关系的建立;Vlogger和受众形成的准社会交往关系会积极影响受众作为消费者对其推荐产品的购买意愿,且在Vlogger人际吸引力和受众购买意愿之间发挥中介作用;产品感知质量的不确定性作为调节变量会正向调节准社会交往关系与购买意愿之间的关系。As self-media platforms increasingly become new battlegrounds for commercial advertising, Vlogs offer a highly targeted and user-retentive space for precise ad placement, yet academic exploration in this area lags behind. Drawing on influencer marketing research and introducing the theory of parasocial interaction, this study examines how Vlogger interpersonal attractiveness (physical, social, and task attractiveness) affects consumer purchase intentions, with parasocial interaction as the mediating variable and perceived product quality uncertainty as the moderating variable. Using structural equation modeling to empirically test data collected from surveys, the results reveal that: Vlogger interpersonal attractiveness positively influences the establishment of parasocial interaction between Vloggers and their audience;the parasocial interaction formed positively affects the audience's purchase intentions towards the products recommended by the Vlogger, and plays a mediating role between Vlogger attractiveness and audience purchase intentions;perceived product quality uncertainty, as a moderating variable, positively moderates the relationship between parasocial interaction and purchase intentions.
文摘Over the past decade,Stuart Wiggin has published hundreds of vlogs on social media platforms,sharing authentic and objective perspectives on China to foster cultural exchange and deepen global understanding of the country.
