基于评价理论的美妆关键意见领袖劝说策略研究

发布时间：2021-05-11 10:34

　　随着在线消费的发展和社交媒体的兴起,关键意见领袖营销正在蓬勃发展,并已在过去几年中成为品牌在社交媒体上吸引目标受众的一项十分成功的策略。人口结构的变化和销售渠道的多样化使得美妆关键意见领袖的利用成为品牌营销中的一项备受青睐的策略。但随着美妆关键意见领袖营销的日趋成熟,大量美妆关键意见领袖涌现,其中许多美妆关键意见领袖逐渐失去竞争力,且美妆关键意见领袖和美妆企业都面临着客户对赞助内容失去信任的威胁。尽管先前已有从美妆关键意见领袖识别和美妆关键意见领袖对品牌的重要性的角度进行的研究,但对其劝说策略的全面研究还比较缺乏。为了调查美妆关键意见领袖最常使用的劝说策略以及这些策略如何通过其话语实现,本研究基于评价理论,借助UAM语料库工具构建了语料库。本研究的语料库是由从五个社交媒体上收集的2015年至2019年期间关于20种护肤和化妆品类别的产品的文本构成,其中每个类别各10种产品。研究结果如下:（1）三种评价系统在美妆关键意见领袖的话语中皆被用于实现六个劝说策略,即互惠策略、承诺和一致策略、社会证据策略、喜好策略、权威策略和稀缺性策略。（2）语势类别中的数量和质量资源,鉴赏类别中的估值资源和收... 

【文章来源】：广东外语外贸大学广东省

【文章页数】：69 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
CHAPTER ONE INTRODUCTION
    1.1 Research background
    1.2 Research rationale
    1.3 Research significance
    1.4 Research objectives
    1.5 Organization of the thesis
CHAPTER TWO LITERATURE REVIEW
    2.1 Studies on persuasion
        2.1.1 Definition of persuasion
        2.1.2 Theories of persuasion
        2.1.3 Approaches to persuasion
    2.2 Studies on KOL
        2.2.1 Definition of KOL
        2.2.2 Related studies on KOLs
        2.2.3 Related studies on beauty KOLs
    2.3 Critical evaluation
CHAPTER THREE THEORETICAL FRAMEWORK
    3.1 Appraisal Theory
        3.1.1 Attitude
        3.1.2 Engagement
        3.1.3 Graduation
    3.2 Robert Cialdini’s persuasion principles
        3.2.1 Reciprocation
        3.2.2 Commitment and consistency
        3.2.3 Social proof
        3.2.4 Liking
        3.2.5 Authority
        3.2.6 Scarcity
    3.3 An integrated analytical framework
CHAPTER FOUR APPRAISAL RESOURCES IN BEAUTY KOL DISCOURSE
    4.1 Research methods and data collection
        4.1.1 Research methods
        4.1.2 Data collection
    4.2 General analysis of appraisal resources
        4.2.1 An overall distribution of appraisal resources
        4.2.2 Most frequently employed appraisal resources in force,asubtype of graduation
        4.2.3 Most frequently employed appraisal resources in appreciation,a subtype of attitude
        4.2.4 Most frequently employed appraisal resources in contract,asubtype of engagement
        4.2.5 Summary
CHAPTER FIVE PERSUASION REALIZATION VIA APPRAISAL RESOURCES
    5.1 Appraisal resources employed in reciprocation strategy
    5.2 Appraisal resources employed in commitment and consistency strategy
    5.3 Appraisal resources employed in social proof strategy
    5.4 Appraisal resources employed in liking strategy
    5.5 Appraisal resources employed in authority strategy
    5.6 Appraisal resources employed in scarcity strategy
    5.7 Summary
CHAPTER SIX CONCLUSION
    6.1 Findings
    6.2 Implications
    6.3 Limitations and suggestions
REFERENCES


【参考文献】：
期刊论文
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