Research On Impact Of The Negative Network Information Of Brand On The Third-Person Effect

The third-person effect theory was proposed by Davidson in 1983 and later became a very important research topic in the field of communication science.With the increasing development of the Internet and new media applications,intricate Internet platforms have increased the possibility,uncontrollability,and harm of negative brand information dissemination.At the same time,they have opened up new horizons and new ideas for third party effectiveness research.This study takes the background of brand negative information dissemination under the new media environment as the background,and based on the third-person effect as a theoretical basis,discusses whether the brand negative information will trigger third-party effect cognition on the consumers,and the third-person effect cognition Whether it will further affect the consumer's tendency to purchase the brand and its products.In addition,this study also introduces two intermediaries,social distance and involvement,to deepen the relationship between the two and third-party effects.In terms of research methods,this study mainly adopts literature analysis and questionnaire survey methods,and puts forward logical research assumptions on the basis of searching a large amount of literature data to ensure that scientific and reliable research conclusions are obtained.The specific findings are as follows:The study found that: First of all,when consumers receive negative brand information,they tend to assess the impact of negative brand information on others more than their own.The older third-party consumers produce stronger effects.Secondly,this study uses education as an indicator of social distance,and proves that social distance affects the effectiveness of third-party cognition.When consumers receive negative brand information,they tend to think that negative brand information has less influence on academic qualifications and the same person who has a lower education level than their own.Furthermore,consumers who are more involved in negative brand information and have higher contact frequency tend to think that negative brand information has less influence on themselves and has a greater impact on others.Finally,in the research on the relationship between third-party effect cognition and follow-up behavior,the results prove that when consumers receive negative brand information,the cognition of third-party effects produced by consumers and their follow-up brand purchasing behavior tends not to exist.There is a significant positive correlation between the third person's effect recognition and the forwarding/notifying of other people's behavior.This study intensively explores the intrinsic mechanism and causes of consumer third-party effects by citing cases of brand negative information dissemination in the real world.It also provides a certain degree of protection for enterprises in preventing the spread of negative brand information or brand crisis management.Reference significance.