隨著在線消費的發(fā)展和社交媒體的興起,關鍵意見領袖營銷正在蓬勃發(fā)展,并已在過去幾年中成為品牌在社交媒體上吸引目標受眾的一項十分成功的策略。人口結構的變化和銷售渠道的多樣化使得美妝關鍵意見領袖的利用成為品牌營銷中的一項備受青睞的策略。但隨著美妝關鍵意見領袖營銷的日趨成熟,大量美妝關鍵意見領袖涌現(xiàn),其中許多美妝關鍵意見領袖逐漸失去競爭力,且美妝關鍵意見領袖和美妝企業(yè)都面臨著客戶對贊助內容失去信任的威脅。盡管先前已有從美妝關鍵意見領袖識別和美妝關鍵意見領袖對品牌的重要性的角度進行的研究,但對其勸說策略的全面研究還比較缺乏。為了調查美妝關鍵意見領袖最常使用的勸說策略以及這些策略如何通過其話語實現(xiàn),本研究基于評價理論,借助UAM語料庫工具構建了語料庫。本研究的語料庫是由從五個社交媒體上收集的2015年至2019年期間關于20種護膚和化妝品類別的產品的文本構成,其中每個類別各10種產品。研究結果如下:（1）三種評價系統(tǒng)在美妝關鍵意見領袖的話語中皆被用于實現(xiàn)六個勸說策略,即互惠策略、承諾和一致策略、社會證據(jù)策略、喜好策略、權威策略和稀缺性策略。（2）語勢類別中的數(shù)量和質量資源,鑒賞類別中的估值資源和收... 

【文章來源】：廣東外語外貿大學廣東省

【文章頁數(shù)】：69 頁

【學位級別】：碩士

【文章目錄】：
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


【參考文獻】：
期刊論文
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[2]基于亞里士多德三訴諸策略的政治演講分析——以埃馬紐埃爾·馬克龍關于美國退出《巴黎協(xié)定》的演講為例[J]. 單瑩.  河南工程學院學報(社會科學版). 2018(03)
[3]網(wǎng)絡社區(qū)意見領袖影響機制研究——以社會化問答社區(qū)“知乎”為例[J]. 王秀麗.  國際新聞界. 2014(09)



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