社交媒體影響力對個人購買行為的影響
文章來源:未知 文章作者:enread 發布時間:2020-11-08 00:53 字體: [ ]  進入論壇
(單詞翻譯:雙擊或拖選)
Have you ever been on social media and seen your favourite celebrity1 talking about a product? These endorsements2 might not be totally random3, and are actually seen as a vital part of the marketing4 process. The question is: How do social media influencers 'influence' what you buy?
 
Human desire for status and making friends, combined with our need to belong to a group, make us susceptible5 to being 'socially influenced'. Companies often use that desire to have a similar lifestyle to a celebrity we admire to hawk6 or launch a product. So, what do these endorsements actually do?
 
Firstly, they can be used to build brand awareness7. A social media influencer should have a strong understanding of the platform they operate on, and therefore can create engaging content that not only adheres to the brand image, but sparks their followers8' interests in a product they might never have seen before. 
 
Secondly9, influencers can improve a company or product's relationship with their customer base. According to InMoment's 2018 US Retail10 CX Trends Report on customer loyalty11, 77% of buyers have been brand loyal for more than ten years. This is also true of 60% of millennials. A popular celebrity can target key demographics and talk or blog about a product, which can create an instant and lasting12 bond with the consumer.
 
Lastly, influencers can improve customer buying habits with seemingly 'unbiased opinions'. We are more likely to respond to 'peer recommendation' than traditional ads, meaning the fact we see an influencer as a 'friend' can make us less likely to be sceptical about what we are seeing.
 
So, the next time you see a celebrity talking about a product, you might want to consider that this could be a carefully crafted marketing strategy designed to target your core needs. If you find yourself perusing13 a product you've seen on social media, you may well have been influenced.


點擊收聽單詞發音收聽單詞發音  

1 celebrity xcRyQ     
n.名人,名流;著名,名聲,名望
參考例句:
  • Tom found himself something of a celebrity. 湯姆意識到自己已小有名氣了。
  • He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己獲得名氣。
2 endorsements dfbd0f1b5d6e20b7cae6a4e0d7aefd50     
n.背書( endorsement的名詞復數 );(駕駛執照上的)違章記錄;(公開的)贊同;(通常為名人在廣告中對某一產品的)宣傳
參考例句:
  • He must make much money on those tennis shoe endorsements he does. 他替那些網球鞋珍重廣告,就賺了不少錢。 來自互聯網
  • But celebrity endorsements remain an important promotional tool for marketers. 盡管如此,邀明星助陣仍是營銷人員重要的推廣手段之一。 來自互聯網
3 random HT9xd     
adj.隨機的;任意的;n.偶然的(或隨便的)行動
參考例句:
  • The list is arranged in a random order.名單排列不分先后。
  • On random inspection the meat was found to be bad.經抽查,發現肉變質了。
4 marketing Boez7e     
n.行銷,在市場的買賣,買東西
參考例句:
  • They are developing marketing network.他們正在發展銷售網絡。
  • He often goes marketing.他經常去市場做生意。
5 susceptible 4rrw7     
adj.過敏的,敏感的;易動感情的,易受感動的
參考例句:
  • Children are more susceptible than adults.孩子比成人易受感動。
  • We are all susceptible to advertising.我們都易受廣告的影響。
6 hawk NeKxY     
n.鷹,騙子;鷹派成員
參考例句:
  • The hawk swooped down on the rabbit and killed it.鷹猛地朝兔子撲下來,并把它殺死。
  • The hawk snatched the chicken and flew away.老鷹叼了小雞就飛走了。
7 awareness 4yWzdW     
n.意識,覺悟,懂事,明智
參考例句:
  • There is a general awareness that smoking is harmful.人們普遍認識到吸煙有害健康。
  • Environmental awareness has increased over the years.這些年來人們的環境意識增強了。
8 followers 5c342ee9ce1bf07932a1f66af2be7652     
追隨者( follower的名詞復數 ); 用戶; 契據的附面; 從動件
參考例句:
  • the followers of Mahatma Gandhi 圣雄甘地的擁護者
  • The reformer soon gathered a band of followers round him. 改革者很快就獲得一群追隨者支持他。
9 secondly cjazXx     
adv.第二,其次
參考例句:
  • Secondly,use your own head and present your point of view.第二,動腦筋提出自己的見解。
  • Secondly it is necessary to define the applied load.其次,需要確定所作用的載荷。
10 retail VWoxC     
v./n.零售;adv.以零售價格
參考例句:
  • In this shop they retail tobacco and sweets.這家鋪子零售香煙和糖果。
  • These shoes retail at 10 yuan a pair.這些鞋子零賣10元一雙。
11 loyalty gA9xu     
n.忠誠,忠心
參考例句:
  • She told him the truth from a sense of loyalty.她告訴他真相是出于忠誠。
  • His loyalty to his friends was never in doubt.他對朋友的一片忠心從來沒受到懷疑。
12 lasting IpCz02     
adj.永久的,永恒的;vbl.持續,維持
參考例句:
  • The lasting war debased the value of the dollar.持久的戰爭使美元貶值。
  • We hope for a lasting settlement of all these troubles.我們希望這些糾紛能獲得永久的解決。
13 perusing bcaed05acf3fe41c30fcdcb9d74c5abe     
v.讀(某篇文字)( peruse的現在分詞 );(尤指)細閱;審閱;匆匆讀或心不在焉地瀏覽(某篇文字)
參考例句:
  • She found the information while she was perusing a copy of Life magazine. 她在讀《生活》雜志的時候看到了這個消息。 來自辭典例句
  • Hence people who began by beholding him ended by perusing him. 所以人們從隨便看一看他開始的,都要以仔細捉摸他而終結。 來自辭典例句
TAG標簽: celebrity product social
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