Research On The Communication Effect Of Micro-Celebrity Video Product Placement

The development of mobile internet technology has promoted the change of information exchange mode,and various social platforms have provided convenience for people to express their opinions and interact anytime and anywhere.In this context,some social media users are recognized by sharing their daily lives,experiences,opinions,etc.,and become an influential group by virtue of their unique style,appearance and skills.They are called"micro-celebrities".Based on such real,interactive and accessible characteristics,micro-celebrities have become a new choice for advertisers,and the rise of video applications has also made micro-celebrity video product placement more and more popular.Micro-celebrity video product placement is a new type of video product placement which rises in the social media era,and it is also a new type of celebrity advertisement.Based on the heuristic-systematic model,this study through the content analysis of the main content of the video,and the coding analysis of the bullet screen and comment text.This paper took the video theme and advertising factors as systematic clues,micro-celebrity factors and interaction factors as heuristic clues,and personal factors as adjustments,and constructed the influence factor model of micro-celebrity video product placement advertising communication effect,and discussed the feedback function of behavioral intention in the communication process.This paper also conducted focus group interviews with followers and non-followers,in order to explore the influence path differences of viewers with different identities when dealing with the information about micro-celebrity video product placement.This paper found that the overall communication data of micro-celebrity video product placement was good,but there were great internal differences and the video quality was uneven.Life,fashion,games,food and knowledge were the main topics.Concrete theme,the form,position,significance of advertising placement,the level of fans of micro-celebrities,characteristics,value tendency and other factors had different significant influences on the communication effect and its dimensions.In addition,this paper found that there were great differences between followers and non-followers in their cognition,attitude and behavior towards micro-celebrities’ video product placement.Non-followers were more inclined to perceive systematic clues,and followers were more influenced by heuristic clues,projecting more realistic selves to micro-celebrities.Based on the above conclusions,this paper further gave development suggestions from the perspectives of micro-celebrities and brands:micro-celebrities with different fan sizes should appropriately adjust the proportion of advertising and video content,with the ultimate goal of maintaining the output of high-quality content.Micro-celebrities should maintain a sincere attitude,be responsible for the authenticity of advertisements,and cultivate the trust with the audience.Micro-celebrities should also pay attention to the relationship construction with audiences with different identities and establish a stable emotional identity space.On the other hand,brands should abandon the traditional mindset of advertising implantation,avoid the"data-only theory",form a multi-level delivery matrix,guide the "re-communication" and delay the attenuation effect of information communication.