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Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users
Journal of Creative Communications Pub Date : 2019-02-10 , DOI: 10.1177/0973258618822608 Shuaa Aljasir 1
Journal of Creative Communications Pub Date : 2019-02-10 , DOI: 10.1177/0973258618822608 Shuaa Aljasir 1
Affiliation
This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary for the celebrity to be an expert in the field of the product they are endorsing, but when endorsing accessories, these celebrities should be attractive, should test the product before advertising it and should endorse a reasonable number of products. Endorsements are most acceptable from either likeable celebrities or from normal people with a reasonable number of social media followers. The results show that while some elements of classic theories of celebrity endorsements are applicable on social media platforms, others should be modified to align with new media users. A celebrity endorsement model is proposed based on the current findings.
中文翻译:
名人代言的经典理论是否适用于阿拉伯人使用的新媒体?沙特社交媒体用户的定性调查
本研究旨在调查在互动社交媒体平台上执行经典名人代言理论时在多大程度上适用这些经典代言理论。它采用现象学的半结构化访谈方式,共有73名参与者。数据分析显示了从沙特用户的角度说服社交媒体上令人信服的明星代言的几个感知特征。当背书表明其为付费广告或使用间接方式背书产品时,即表示可信赖。当涉及高科技产品时,名人不必成为他们所认可的产品领域的专家,但是当他们认可配件时,这些名人应该具有吸引力,应该在广告之前进行产品测试,并且应该认可合理数量的产品。最受人喜欢的名人或具有一定数量社交媒体关注者的正常人的认可都是可以接受的。结果表明,虽然经典代言理论的某些元素可在社交媒体平台上应用,但应修改其他元素以与新媒体用户保持一致。根据目前的发现,提出了一种名人代言模型。
更新日期:2019-02-10
中文翻译:
名人代言的经典理论是否适用于阿拉伯人使用的新媒体?沙特社交媒体用户的定性调查
本研究旨在调查在互动社交媒体平台上执行经典名人代言理论时在多大程度上适用这些经典代言理论。它采用现象学的半结构化访谈方式,共有73名参与者。数据分析显示了从沙特用户的角度说服社交媒体上令人信服的明星代言的几个感知特征。当背书表明其为付费广告或使用间接方式背书产品时,即表示可信赖。当涉及高科技产品时,名人不必成为他们所认可的产品领域的专家,但是当他们认可配件时,这些名人应该具有吸引力,应该在广告之前进行产品测试,并且应该认可合理数量的产品。最受人喜欢的名人或具有一定数量社交媒体关注者的正常人的认可都是可以接受的。结果表明,虽然经典代言理论的某些元素可在社交媒体平台上应用,但应修改其他元素以与新媒体用户保持一致。根据目前的发现,提出了一种名人代言模型。