明星代言的价值共创新机制——基于多个粉丝社群的网络民族志研究

发布时间：2024-12-08 13:08

外国经济与管理 2021 年第 43 卷第 01 期, 页码：3 - 22 DOI:10.16538/j.cnki.fem.20200723.301

摘要

不同于传统明星代言中被动的消费者，粉丝社群在新兴明星的品牌代言中扮演着价值共创的重要角色，推动品牌资产与名人资本的价值双向流动和扩张，但这一明星代言的新机制和作用过程还未得到理论探索。本文通过对多个粉丝社群为期18个月的网络民族志研究发现：在社交媒体环境下，新兴明星的代言不再是明星背书品牌的线性传递过程，而是粉丝社群—品牌—明星三方行动者价值共创的动态循环。粉丝社群在社交媒体平台规则和对偶像强烈情感的双重牵引下逐渐转变为生产组织，并将自身的消费劳动与传播劳动作为一种生产资源投入到明星代言绩效的提升上，以此来推动和加速品牌与明星之间的价值双向构建，并反向扩大再生产品牌资产和名人资本。与此同时，粉丝社群也生产了一个能够吸引资本的投资机会，使得其他拥有更高资产的品牌愿意选择相应明星为代言人，从而推动名人资本进入价值共创的动态上升循环。本研究揭示的明星代言新机制对传统代言理论形成了重要补充，也丰富了粉丝研究的相关理论；实践中为品牌在新媒体环境下采用明星代言策略提供了重要建议。

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引用本文

周懿瑾, 白玫佳黛. 明星代言的价值共创新机制——基于多个粉丝社群的网络民族志研究[J]. 外国经济与管理, 2021, 43(1): 3-22.

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