Abstract

Consumers’ ability to find information on demand via social media has given them considerable power they do not have with mass advertising, and social media offers great potential for brands to utilize celebrity endorsers for product promotion. This research highlights the importance of linguistics in examining the effectiveness of celebrities’ social media content, particularly that of Olympic athletes. The authors collect and assess tweets from Olympians who represented the United States in the 2016 Summer Olympic Games to better understand how tweets containing words related to authenticity and clout affect consumers’ interactions with celebrities, shedding light on how long standing advertising concepts such as the source credibility model may change in the digital age.

摘要

消费者通过社交媒体按需查找信息的能力赋予了他们巨大的力量，这是大众广告所没有的，社交媒体为品牌利用名人代言人进行产品推广提供了巨大的潜力。这项研究强调了语言学在检查名人社交媒体内容的有效性方面的重要性，尤其是奥运运动员的社交媒体内容。作者收集并评估了代表美国参加 2016 年夏季奥运会的奥运选手的推文，以更好地了解包含与真实性和影响力相关的词语的推文如何影响消费者与名人的互动，阐明广告来源等广告概念的存在时间可信度模型可能会在数字时代发生变化。