如何讲好社交故事?社交情境叙述在广告中的影响研究  

How to Tell a Good Social Story?The Influence of Social Narrative in Advertising

作　　者：张皓 肖邦明[2] 刘通 Zhang Hao;Xiao Bangming;Liu Tong(School of Economics and Management,Hubei University of Technology;College of Economics and Management,Huazhong Agricultural University;Zhijiang Lab)

机构地区：[1]湖北工业大学经济与管理学院 [2]华中农业大学经济管理学院 [3]之江实验室

出　　处：《南开管理评论》2023年第4期47-57,I0009,I0010,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72102063);教育部人文社会科学研究基金项目(22YJC630165);中央高校基本科研业务费专项资金项目(2023JGLW05)资助。

摘　　要：广告中描述社交情境已成为一种趋势,然而既有研究囿于探究现实中的社交情境,鲜少关注广告中社交情境叙述的影响效应。本文基于社会互动理论区分了交互情境与表现情境两类不同的社交情境,通过引入心理模拟理论,力图阐明不同社交情境叙述类型对广告说服的影响机制,并检验广告信息框架(社交收益vs.社交损失)的调节作用。本文通过二手数据分析与两个情境实验,研究发现:广告采用交互情境叙述时更容易启动过程模拟,此时采用社交损失框架更能提升广告说服效果;而采用表现情境叙述时更容易启动结果模拟,此时采用社交收益框架更能提升广告说服效果。本研究结论拓展了社交情境和信息框架的作用情境,并为企业开展场景化营销和广告信息策略带来启示。Social narratives have become a trend in advertisements.However,previous literature is limited to explore the influence of social narratives in ads.Based on the theory of social interaction,this paper distinguishes two types of social context:interaction context and performance context.We also introduce the theory of mental simulation to clarify the mechanism of social context narrative in ad-vertising and examine the moderating effect of advertising message framing.Based on the modeling analysis with secondary data collect-ed from microblogs and two experiments,the mechanism of different social context narrative types and the moderate effect of message framing of advertisements are discussed.Study 1 explored the match-ing effect between the social narratives and message framing based on 14,278 pieces of advertising content published by 100 brands within three years that were crawled online.Experiment 1(n=120)investigated the mechanism of different social narrative types by a 3(social narrative:no vs.interactive vs.performance)factorial design.Experiment 2(n=145)investigated the moderate effect of message framing by a 2(social narrative:interactive vs.performance)×2(mes-sage framing:social loss vs.social gain)between-subjects design.The results show that when social interactive context narratives are used in ads,the advertising information that emphasizes social losses achieve more persuasive.When social performance context narratives are used,the advertising information that highlights social benefits is more convincing.Besides,we also find that the social interaction context will initiate the process simulation where consumers are more rational and more inclined to avoid social losses.While in contrast,the social performance context will initiate the outcome simulation where consumers are more emotional and paying more attention to social benefits.The conclusion of this study expands the literature of social context and message framing to the context of online adver-tising.It also brings inspiration for enterp

关 键 词：社交情境叙述 心理模拟 信息框架 

分 类 号：F713.8[经济管理—广告]