短視頻的接地氣元素對於CEO個人品牌形象的影響

Abstract

The short video platforms are able to attract more and more users by relying on rich content and strong information carrying capacity. From the perspective of real cases, Jiediqi has an important impact in the field of short video. This study focuses on the short video and explores the influence of Jiediqi on CEO’s personal brand image. In this relationship, this study puts empathy and appearance as moderators, and psychological distance as a mediator, and explores how Jiediqi influence CEO’s personal brand image.

Jiediqi is a localized expression. This study uses qualitative research methods to explore the connotation characteristics and attributes of Jiediqi. In study 1, focus group interviews and in-depth interviews were conducted to explore the concept of Jiediqi. After multiple rounds combing and analysis of 63 participants’ interview data, this study extracts nine dimensions of Jiediqi: to things, to people, public, private, active, passive, appearance, behavior, and thoughts, and further refinement results in four fields of Jiediqi: object, scene, actuation, and representation. In addition, this study combined with the theoretical background and research issues to conduct an in-depth analysis and elaboration of the connotation of Jiediqi in each dimension.

In Study 2, three experiments were conducted to test the hypotheses, and the audiences’ willingness to like, comment and repost was taken as the surrogate variable of CEO’s brand image. In experiment 1, Jiediqi was divided into two levels (high level vs. low level). The research shows that Jiediqi of short video has a significant positive impact on audiences’ willingness to like, comment and repost, and psychological distance has the mediating effect. Experiment 2 used a 2 (Jiediqi: high level vs. low level) by 2 (empathy: high level vs. low level) between subjects experimental design to verify the moderating effect of empathy. Specifically, in the situation of high level of empathy, Jiediqi weakens the impact on audiences’ psychological distance. Experiment 3 used a 2 (Jiediqi: high level vs. low level) by 2 (appearance: simplicity vs. elegance) between subjects experimental design to verify the moderating effect of appearance. The results show that the mediating effect of psychological distance is not moderated by appearance.

This study focuses on the field of short videos that are popular in real life and have important marketing implications and conducts in-depth research on the concept of Jiediqi. And this study uses empathy and appearance as moderators, and psychological distance as a mediator, and CEO’s personal brand image as a dependent variable to explore the influence mechanism of Jiediqi on CEO’s personal brand image. This study’s conclusions have broadened the scope of research in related fields and further enrich the in-depth research in these fields.

Besides, this study explores the influence mechanism of Jiediqi on the CEO’s personal brand image from a relatively novel perspective, and the results have certain guiding significance for the short video marketing of enterprises and CEOs. This study can enhance the attention of enterprises and brands to short video marketing, provide new ideas and methods for CEOs to enhance their personal brands, and help CEOs better formulate short video marketing strategies.

Date of Award	20 Mar 2023
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Chenting SU (Supervisor)