A Comparative Study On The Impact Of Spokesperson's Identity Characteristics On Advertising Effects

As a means of strengthening marketing communication,celebrity endorsements are enduringly popular.With the development of the information age,more and more celebrities are promoting their brands in different network environments,and the phenomenon of using celebrities to improve the effectiveness of advertising is emerging.The sources and definitions of celebrities have also changed.In addition to traditional celebrities,new types of celebrities such as "micro celebrities",Internet key opinion leaders,and virtual idols have emerged.Among them,traditional celebrities,online KOLs and virtual idols are all "celebrities" in the current media environment,and they all occupy a place in the field of celebrity advertising and marketing.Based on the above reasons,this article sorts out and summarizes domestic and foreign literature,and studies and compares the advertising effects of traditional celebrities,Internet celebrities and virtual idols and their influencing factors,including three dimensions of advertising attitude,brand attitude and purchase intention.Taking the three typical representatives of Dili Reba,Wei Ya and Luo Tianyi as examples,based on the summary of relevant research on the influencing factors of virtual beverage product advertising,combined with the specific status of industry development,empirical research is carried out.This paper constructs a conceptual model with endorser attractiveness,consumer loneliness and self-construction as independent variables,parasocial interaction and identity as intermediary variables,and advertising effects as dependent variables.Based on this conceptual model,relevant hypotheses are proposed and survey questionnaires are designed.A total of 156 valid questionnaires were collected,and the conceptual model and related hypotheses were verified with the help of SPSS 22.0 and AMOS 24.0 statistical software.The following research conclusions are drawn:(1)The audience's sense of identity with the spokesperson is an important factor in the advertising effect;(2)Different self-constructions have different effects on social interaction;(3)Quasi-social interaction has an important impact on the identity of the spokesperson;(4)In the process of the influence of the audience's attitude and willingness and the characteristics of spokespersons on the effects of celebrity advertising,the dual mediation model has been verified;(5)The attractiveness characteristics of the three types of identity spokespersons are different,but the audience's quasi-social interactions with the three are different.The concept of identity and other aspects is vague.Based on the research results and the actual situation,this article gives relevant suggestions: Correctly guide and enhance consumers' quasi-social interaction behaviors with brand spokespersons;Optimize and enhance consumers' sense of identity with spokespersons;Precisely target audience groups and understand the consumption logic of different circles.