Paradoxical Job Demands And Employee Creativity:on Microblog Advertising Effectiveness And Its Mechanism

With the development of the Internet,social media has gradually changed the way people communicate,cooperate and connect with others,and major advertisers and marketers have also realized the powerful function of its interaction with users.The Weibo platform has natural advertising interactive marketing advantages due to its large user group,good user relationships,and creative interactive communication mechanisms.Then,most of the current research on Weibo advertising focuses on the fields of communication and marketing,and most of the research is descriptive content such as strategies,interactive advantages,and implementation paths of Weibo advertising,and there is no empirical research.This research focuses on the celebrity Weibo ads with the largest volume,the most attention,and the most significant influence and communication effect,and introduces an audience factor:Parasocial relationships to explore the formation of Weibo fans and celebrities.The impact of Parasocial relationships on the effectiveness of Weibo advertising and its mechanism,with a view to integrating the existing research framework and expanding the research scope of Weibo advertising.The research is divided into two parts:Research one is to explore the influence of Parasocial relationships on the effectiveness of Weibo advertising in the field of electronic products,and the mediating of source credibility and celebrity-brand consistency in the relationship between Parasocial relationshipships and Weibo advertising effects.The results show that:(1)The Parasocial relationshipships is predicting the brand attitude and purchase intention,but the advertising attitude is not directly predicted;(2)The source credibility plays a full mediating role in the Parasocial relationshipships and advertising attitude,Partial mediating role in purchase intention;(3)Celebrity-brand consistency plays a full mediating role in Parasocial relationships and advertising attitudes,and partly mediating role in brand attitude and purchasing intention.Research 2 is based on verifying whether the results of Research 1 are applicable to the field of FMCG,adding self-disclosure variables,and exploring its moderating effect on the relationship between social relations and source credibility.The results show that:(1)Parasocial relationships can positively predict advertising attitude,brand attitude and purchase intention.(2)The source credibility plays a part of the mediating role in the positive relationship between Parasocial relationshipships,advertising attitudes,brand attitudes and purchase intentions.(3)Celebrity-brand consistency aligns with the positive relationships between social relations,advertising attitudes,brand attitudes,and purchase intentions.(4)Self-disclosure can regulate the relationship between Parasocial relationshipships and source credibility,that is,compared with low-level self-disclosure,high-level self-disclosure can enhance the relationship between Parasocial relationships and source credibility.