品牌调侃概念界定及其特征的探索性研究

An Exploratory Study on Definition and Characteristics of Brand Teasing

中文关键词:  品牌调侃  互黑  互捧  拟人化  网络印象管理  新媒体

英文关键词:brand teasing  mutual-deprecating humor  mutual-flattering  anthropomorphism  network impression management  new media

中文摘要:

      以往品牌互动研究一方面集中于两个品牌间战略和战术层面的合作与竞争,另一方面集中于单个品牌与消费者之间的营销宣传沟通,较少有学者关注两个及以上数量的品牌在新媒体平台上的相互调侃。鉴于此,以品牌互撩、品牌表白、品牌互黑等作为

英文摘要:

      The previous studies on brand interaction have focused on the strategic and tactical level of cooperation and competition between two brands, and also on marketing communication between a single brand and consumers on the other hand. Few scholars have paid attention to the mutual teasing between two or more brands on new media platforms. In view of this, this paper collects 35 brand teasing events that happened from May 1,6 to May 31,8 on Baidu, Sogou and other search engines by searching the keywords of brand mutual-flirting, brand confession, brand mutual-deprecating, etc. According to content analysis method, the information of brand teasing event is coded and summarized. On that basis, the concept of brand teasing is defined for the first time from the aspects of platform, way and result. This paper expounds the connection and difference between brand teasing and interpersonal teasing from the aspects of theoretical basis, occurrence background and audience number, and summarizes the general characteristics of brand teasing from the aspects of timing, form and content. The conclusion of this paper not only opens a prelude to the research on brand teasing, but also points out a new research direction for scholars in the field of brand. Moreover, it also provides important reference and guidance for marketing managers in the selection of brand teasing opportunity, participation of teasing form, design of teasing content, etc. 