自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果

Huang, Minxue; Yao, Shunyu; Liu, Maohong

doi:10.3724/sp.j.1041.2018.00907

Cited by 4 publications

(1 citation statement)

References 41 publications

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“…To obtain better advertising outcomes, enterprises design different advertisements to promote new products and hire celebrities to endorse their products at great cost ( Clark et al, 2018 ). Some companies have established a good brand image and gained good revenue through these methods, but there are also some companies that have not met their expectations ( Huang et al, 2018 ). In addition to commercial advertisements, public service announcements (PSAs) focus on advertising effectiveness.…”

Section: Introductionmentioning

confidence: 99%

How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study

Xin

et al. 2022

Front. Psychol.

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A large number of scholars have conducted detailed studies on the effectiveness of commercial advertising by using neuroimaging methods, but only a few scholars have used this method to study the effectiveness of public service announcements (PSAs). To research the relationship between the effectiveness of PSAs and the audience’s implicit awareness, functional near-infrared spectroscopy (fNIRS) was employed to record the neural activity data of participants in this study. The results showed that there was a correlation between activation of dorsolateral prefrontal cortex (dlPFC) and the effectiveness of PSAs; The activation of the dlPFC could also be used as an indicator to represent the appeal of advertising content. The results means that neuroimaging tool can also be used to investigate the effectiveness of PSAs, not just commercial advertisements and a few PSAs study, and that neural activity can predict and improve the effectiveness of PSAs before they are released.

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Section: Introductionmentioning

confidence: 99%

How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study

Xin

et al. 2022

Front. Psychol.

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Can local ecological knowledge establish conservation baselines for the Critically Endangered Blue‐crowned Laughingthrush?

Gleave,

Papworth,

Bauman

et al. 2024

People and Nature

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Designing conservation interventions for rare species can be hindered by a lack of relevant data. Local ecological knowledge (LEK) has potential to provide rapidly collected, cost‐effective data across large spatio‐temporal scales, but has rarely been used as a source of conservation‐relevant information for the Asian Songbird Crisis. The Blue‐crowned Laughingthrush (Pterorhinus courtoisi; BCLT) is a Critically Endangered passerine found only in southeastern China. It is unclear why the species' breeding range and global population are extremely small, as it occurs in human‐occupied forest‐agricultural landscapes similar to surrounding environments across southern China. We conducted systematic range‐wide interviews on BCLT (n = 519) to collect novel information on the species' temporal and spatial distribution, and on potential human activities and landscape changes associated with its presence or absence. Recognition of BCLT was moderate (45.0% of respondents reported sightings), with sightings within the previous 18 months across the study area, within and beyond their known distribution. Over half of known breeding villages were confirmed by LEK data, and nesting was reported from two villages with no previous breeding records. BCLT trapping was reported across the study landscape, mostly from the last decade and associated with trappers from urban centres. BCLT trapping and lack of fengshui forest were associated with sites where BCLTs did not breed. Breeding sites were associated with increases in vegetable gardens over respondents' lifetimes, and other sites within the species' range were associated with decreases in bush/scrub. We demonstrate that LEK can identify potential threats, new breeding sites and landscape changes correlated with species presence or absence for threatened birds affected by the Asian songbird crisis. This study provides the first evidence of ongoing trapping as a threat to BCLT, and remedial measures are urgently required across the region. Read the free Plain Language Summary for this article on the Journal blog.

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UGC’s self-deprecation humor and sustainable brand support attitude on social media: expansion of the perspective of affective events theory

Chen,

Yan

2024

Behaviour & Information Technology

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自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果

Cited by 4 publications

References 41 publications

How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study

How Does the Implicit Awareness of Consumers Influence the Effectiveness of Public Service Announcements? A Functional Near-Infrared Spectroscopy Study

Can local ecological knowledge establish conservation baselines for the Critically Endangered Blue‐crowned Laughingthrush?

UGC’s self-deprecation humor and sustainable brand support attitude on social media: expansion of the perspective of affective events theory

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