摘要
随着互联网技术的快速发展，网红营销作为一种新兴的品牌传播方式，逐渐成为企业推广的重要手段。本研究旨在探讨网红营销对品牌传播效果的影响机制及其实际应用价值，通过实证分析揭示其作用路径与关键影响因素。研究采用问卷调查法，以300名消费者为样本，结合结构方程模型（SEM）对数据进行分析，同时引入中介变量和调节变量以深化研究框架。结果显示，网红营销显著提升了品牌的知名度、美誉度及消费者购买意愿，其中内容质量、互动频率和粉丝信任感是核心驱动因素。此外，研究发现网红类型与产品属性的匹配度对传播效果具有显著调节作用，而情感连接在网红影响力与品牌认同之间起到重要中介作用。本研究的创新点在于首次将情感连接纳入分析框架，并通过量化方法验证了其在品牌传播中的关键地位。研究结果为企业优化网红营销策略提供了理论支持与实践指导，同时丰富了品牌传播领域的相关研究，为理解数字时代下消费者行为模式提供了新视角。
关键词：网红营销；品牌传播效果；情感连接；中介作用；匹配度调节
Abstract
With the rapid development of Internet technology, influencer marketing has emerged as a novel approach to brand communication and has gradually become an essential tool for corporate promotion. This study aims to explore the influence mechanism of influencer marketing on brand communication effectiveness and its practical application value, revealing its pathways and critical influencing factors through empirical analysis. A questionnaire survey method was employed, with a sample of 300 consumers, and data were analyzed using structural equation modeling (SEM). Additionally, mediating and moderating variables were introduced to enhance the research fr amework. The results indicate that influencer marketing significantly enhances brand awareness, brand reputation, and consumer purchase intention, with content quality, interaction frequency, and fan trust being the core driving factors. Furthermore, the study finds that the congruence between influencer type and product attributes plays a significant moderating role in communication effectiveness, while emotional connection serves as an important mediator between influencer influence and brand identification. The innovation of this study lies in its first inclusion of emotional connection within the analytical fr amework, which is empirically validated through quantitative methods to highlight its critical role in brand communication. The findings provide theoretical support and practical guidance for businesses to optimize their influencer marketing strategies, enriching the relevant research in the field of brand communication and offering new insights into consumer behavior patterns in the digital era.
Keywords：Influencer Marketing; Brand Communication Effect; Emotional Connection; Mediating Role; Match Degree Moderation
目 录
摘要 I
Abstract II
一、绪论 1
(一) 网红营销与品牌传播的研究背景 1
(二) 研究网红营销对品牌传播效果的意义 1
(三) 国内外研究现状综述 2
二、网红营销的理论基础与机制分析 2
(一) 网红营销的核心概念界定 2
(二) 网红营销在品牌传播中的作用机制 3
(三) 网红营销与传统营销模式的对比分析 3
三、网红营销对品牌传播效果的影响因素分析 4
(一) 网红个人特质对品牌传播效果的影响 4
(二) 内容创意与形式对品牌传播效果的作用 4
(三) 平台特性与受众行为对传播效果的调节作用 5
四、网红营销对品牌传播效果的实证研究 5
(一) 实证研究的设计与数据收集方法 5
(二) 数据分析结果与关键发现 6
(三) 研究结论与品牌传播策略建议 6
结 论 8
参考文献 9
