3785 
3960社交媒体中奢侈品牌口碑的社会属性较为凸显，口碑发布者的先赋地位会影响消费者对奢侈品牌的态度。先赋地位是指个体依赖于性别、原生家庭等先天资源所获得的社会地位。本研究从社会比较的视角，探究口碑发布者先赋地位逆转口碑效价法则的机理和边界，揭示出好口碑却带来坏印象的负面效应。研究结果表明，当口碑发布者具有先赋社会地位时，其正面口碑反而引发口碑接收者的恶意妒忌情绪，使接收者产生负面品牌态度。而且，当口碑接收者有较低社会流动性感知，或口碑内容具有较高品牌显著性时，口碑发布者先赋地位的负面效应更为凸显。本研究改变了社交媒体情境强化口碑效价法则的片面认知，在实践中有助于更深层次地理解社会阶层分化感知对消费者态度的影响，并为奢侈品牌的社交媒体营销提供管理建议。
好口碑就有好印象吗？社交媒体中奢侈品牌口碑社会属性的负面效应
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参考文献
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引用本文
冯文婷, 易梦洁, 孙洪杰. 好口碑就有好印象吗？社交媒体中奢侈品牌口碑社会属性的负面效应[J]. 外国经济与管理, 2022, 44(1): 119-136.
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