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首页> 外文期刊>Computers in Human Behavior >The role of facial expression and tie strength in sender presence effects on consumers' brand responses towards visual brand-related user generated content
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The role of facial expression and tie strength in sender presence effects on consumers' brand responses towards visual brand-related user generated content

机译：面部表情和领带实力在发件人的作用对消费者的品牌响应对视觉品牌相关的用户生成内容的影响

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摘要

The popularity of visual social network site Instagram has led to an increase of visual brand-related user-generated content (Br-UGC), which has the potential to affect brand outcomes. Previous research identified sender presence as an important content characteristic that can influence consumer's brand responses. However, the effect of sender presence in visual Br-UGC seems to be different from that of traditional advertising. The current research extends this sender presence scholarship by examining two explanations for the effects of sender presence: sender facial expression, and tie strength between sender and receiver. We expect that the effects of sender presence will be stronger for happy-as compared to neutral-looking senders, and that these effects are stronger when there is a stronger tie between sender and receiver. The current research adopts a two-step approach to examine sender presence effects in various levels of tie strength. Results show that a happy facial expression significantly increases like intention and brand attitude. Moreover, there is a moderating effect of tie strength on sender presence for comment intention: stronger levels of tie strength result in stronger effects of the presence of the sender. Theoretical and practical implications are discussed.
机译：Visual Social Network Site Instagram的普及导致了Visual Brand相关的用户生成内容（BR-UGC）的增加，这有可能影响品牌结果。以前的研究确定了发件人存在作为可能影响消费者的品牌响应的重要内容特征。然而，在Visual BR-UGC中的发件人存在的影响似乎与传统广告的影响不同。目前的研究通过检查发件人存在的效果的两个解释：发件人面部表情和发件人和接收器之间的绑定力量来扩展这一发件人的存在奖学金。我们希望发件人的影响与中立的发件人相比，发件人的影响将更强大 - 当发送者和接收器之间存在更强大的领带时，这些效果更强大。目前的研究采用了一种两步的方法来检查各种水平的领带强度的发件人存在影响。结果表明，一种快乐的面部表情显着增加了意图和品牌态度。此外，在发射机存在下，扎带强度的调节效果是评论意图：扎带强度的水平较强，导致发件人的存在效果更强。讨论了理论和实践影响。

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