The increased importance of social media influencers in marketing activities has been evident in recent years. The purpose of the thesis was to understand the cognitive processing of social media micro influencers’ content and the resultant behavioral outcome of follower engagement and purchase intention. Specifically, it has aimed to evaluate if the format of the content had an impact on cognitive processing and ascertains the resultant outcomes of engagement and purchase intention. Elaboration likelihood model (ELM) adapted to social media, was used, and adopted in the study in order to understand and evaluate the purpose as well as the information process of individuals. The research was narrowed down to the micro-influencers in the fashion and beauty industry sharing content, as the industry's high usage of influencer marketing and disseminating persuasive messages on Instagram. The research was conducted by using the Experimental Vignette Methodology (EVM) in a quantitative experiment. By doing so, it enabled the research to examine the participants' response to natural stimuli with quantitative results. A questionnaire together with exposure to three stimuli were used as instrumental in the collection of data. The sample was collected through social media platforms, mainly Instagram and Facebook, and via email to the students of LTU. The collected data was later analyzed, through SPSS, in two levels: impact and hypothesis testing. The impact measurement was analyzed by using repeated measures ANOVA and later the multilinear regression analysis to test the independent variables of content format relation to the dependent variables of engagement (comment and like) and purchase intention (tendency and likelihood). The findings indicated a support to the existing theory of ELM, by confirming the importance of the argument quality in the persuasive message. High lighting in the importance of text content format,in both engagement via commenting and purchase intention, when the information is processed through the more long-lasting central route. The results contributed to current literature in micro influencer and social media influencer marketing by extending the literature in persuasive messaging in relation to the content format. The research provided practical implications with insights into the cognitive processing of content and its implications in consumer engagement and purchase intention to both managers as well as to the content providers, social media influencers. The study presented relative information for content creation, communication and opened possibilities for further research in persuasive messaging in the micro media influencer segment.

Influencers have been working with collaborations with different brands during a long period of time, the latest development in their career has been to launch their own brands without any intermediators. Previous studies have investigated influencers' own brands but there is still a knowledge gap between intention and behavior. To fill the gap about this subject it is relevant to further expand on the underlying drivers by expanding the variables to get a deeper understanding for the purchase intentions that drives purchase behavior. Therefore, the purpose of this report is to get a deeper understanding of the drivers underlying young female followers' purchase intentions towards influencers' own brands in the category of beauty products. To answer this research purpose, the “Theory of Reasoned Action” has been used and through that a theoretical framework has been developed. The data was collected through semi-structured interviews with young females (18 to 30 years old) living in Northern Sweden. The interview questions focused on the females shopping habits, attitudes, subjective norm, previous experiences and purchase intentions towards influencers' own brands. In order to analyze the data a thematic analysis was used. The interview respondents were divided into two groups depending on whether they have purchased a product from an influencer's own brand or not to be able to find out if there were any differences or similarities between them. The result showed that attitudes of influencers in general and subjective norms did not have a big impact on the participants' purchase intention towards influencers' own brands. However, attitudes towards influencers' own brands had an impact on purchase intention. More important factors were also their shopping habits and previous experience from influencer marketing.

Problematization: E-commerce has expanded rapidly and offers new business opportunities, but many consumers feel insecure when they cannot physically interact with the products. Augmented Reality (AR) is a way to improve product experiences and strengthen consumers' purchase intentions. However, there is a lack of analysis on how AR and the role of brands together influence consumers' decision-making in e-commerce, which constitutes a significant knowledge gap.  Purpose: This study aims to explore how an AR implementation in e-commerce affects consumers' purchase intention and perceived risks, as well as the role of the brand in this context.  Method: A quantitative study with a deductive approach was conducted. The study employed a 2 x 2 "Between Subjects" experimental design along with a questionnaire. Four different groups participated, N=210 and n=105. Data collection was based on the responses from the questionnaire, and a convenience sample was used.  Conclusion: The study shows that the use of AR features increases customer's purchase intentions and the likelihood of Word-of-Mouth. The results further support that AR reduces perceived purchasing risks by improving customer's access to product information. To maximize the impact of AR in e-commerce, companies should integrate the AR technology with a strong brand to further strengthen their relationship with customers. / Problemformulering: E-handeln har snabbt expanderat och erbjuder nya affärsmöjligheter, men många konsumenter upplever osäkerhet då de inte kan interagera fysiskt med produkterna. Augmented Reality (AR) är ett sätt att kunna förbättra produktupplevelser och stärka konsumenters köpintentioner. Dock saknas det en analys av hur AR och varumärkens roll tillsammans påverkar konsumenternas beslutsfattande i e-handeln, vilket utgör en betydande kunskapslucka. Syftet: Studien syftar på att utforska hur en AR-implementering i e-handeln påverkar konsumenters köpbenägenhet och upplevda risker vid köp, samt varumärkets roll i detta. Metod: En kvantitativ studie med en deduktiv ansats har genomförts. I studien användes en 2 x 2 “Between Subjects” experimentell design tillsammans med en enkät. Fyra olika grupper deltog, N=210 och n=105. Datainsamlingen skedde utifrån de insamlade enkätsvaren och ett bekvämlighetsurval tillämpades. Slutsats: Studien visar att användningen av AR-funktionen ökar kundens köpbenägenhet och sannolikheten för Word-of-Mouth. Resultatet stärker stödet att AR minskar upplevda köprisker genom att förbättra kundens tillgång till produktinformation. För att maximera effekten av AR inom e-handeln bör företag integrera tekniken med ett starkt varumärke för att ytterligare stärka relationen med sina kunder.

Companies are increasingly integrating artificial intelligence into their daily operation alongside as it seems, the development of artificial intelligence. The usage of artificial intelligence in marketing communication is allowing companies to streamline their operation and utilize objective data, but to evaluate these potentials they need information regarding consumer's attitude is towards their usage of AI. The purpose of this study is to uncover how consumer acceptance towards AI-generated marketing communication affects their purchasing intention. The theory of planned behavior is used alongside purchase intention and acceptance of AI to lay the foundation for our hypotheses. To gather primary data, a quantitative research approach in the form of an online survey was utilized. The survey’s content was designed using AI to gauge customer purchase intention. The survey was distributed using social media channels such as Instagram and Facebook, with the sample population being selected using non-statistical sampling methods. Answers from a total of 42 participants were collected, 30 deemed appropriate to analyze using SPSS. Our findings show that consumers' acceptance of AI does not significantly impact their purchase intention. This observation contradicts previous research within the field, indicating the importance of further research relating to the subject.

隨著資金、市場與人才國際化的趨勢，企業面對的競爭越來越激烈，企業從單品牌策略逐漸走向多品牌策略；其中，併購品牌為最快速、控制與投資程度高的品牌組合建立方式，也是目前品牌組合建立的主要趨勢，尤其以國際大型集團發起的併購案件，近幾年於市場上更是層出不窮。然而，目前關於併購行為所產生的益處與影響，多著重於有形資產財務指標的表現，而忽略無形資產的變化，然而品牌是企業彰顯價值以及與消費者溝通的橋梁，是競爭優勢來源之一，因此，本研究欲以消費者的觀點，探討品牌併購會消費者品牌認知的影響。 本研究選定保養品牌作為研究目標，操弄「併購類型相關性」與「品牌個性相似度」等變數，探究品牌併購前後，消費者對主併品牌與被併品牌「品牌權益」與「購買意願」的變化；本研究首先進行前測，找出保養品牌個性差異小與個性差異大的品牌組合，以作為正式實驗之研究標的；接著透過實驗分組，探究受試者對這些品牌組合的反應，以得到其對品牌權益與購買意願產生的變化。 本研究結果顯示，對主併品牌而言，在併購之後，對品牌權益與消費者購買意願變化並無明顯差異，但有相關性併購優於非相關性併購、品牌個性相近組合優於品牌個性相異組合的傾向；而對被併品牌而言，在被併購之後，品牌權益與消費者購買意願變化皆有顯著提升，並且相關性併購提升程度大於非相關性併購，品牌個性相似組合提升程度亦大於品牌個性相異組合。透過本研究結果分析，發現併購活動會造成企業無形資產品牌權益與購買意願的變化，因此，企業在進行併購活動時，應將品牌納入併購活動策略考量中，同時也應注重併購品牌的相關性與品牌個性相似度，以避免對彼此的品牌受損。 / With the internationalization of capital, market and human resources, companies are facing more and more intense competitions. In order to deal with this situation, companies moves from single brand strategy to multi-brand strategy, especially the strategy of merger and acquisition (M&A), which is a fast, highly controlled and highly invested method to develop multi brands. At the same time, M&A is the most common way nowadays to apply multi-brand strategy, especially for international corporations. However, the researches about the advantages and influences of M&A have focused on tangible assets, such as financial performance, instead of focusing on intangible assets, such as brand equity and brand image, which are also important to the corporations. Brand is not only a channel for company to communicate with customers but also a source of competitive advantages. Therefore, this study wants to research how the brand merger and acquisition affects customers’ brand recognitions. This study chooses beauty care brands as research object, and “merger type” and “brand personality” as variables. By undergoing an experiment, this study examines the changes of “brand equity” and “purchase intention” after M&A for both acquiring and acquired brands. The findings are, for the acquiring brand, there is no significant change in brand equity and purchase intention after M&A, and related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one. As for the acquired brand, there are significant rises in brand equity and purchase intention after M&A, and just like the acquiring brand, related M&A is better than unrelated M&A, while the similar brand personality combination is better than distinc one as well. This study’s results show that the M&A would actually affect corporation’s intangible assets, brand equity and purchase intention. Therefore, when corporations decide to implement M&A strategy, they should take “brand” in consideration. Also, corporations should pay attention on the merger type and brand personality between acquiring and acquired brand to prevent the harm on both brands after M&A.

Social media is dependent on society, and society is dependent on social media. The internetbased platforms have today taken the world by storm. Words like "comment", "like" and "post" are central concepts on social media that have come to be new communication tools. In the development of social media, the social network has been strengthened in such a way that people turn to these platforms in order to create relationships with others. The increased popularity has resulted in several binding to the social network, which the companies have also noticed. As the consumer is constantly in focus for the companies, it becomes important to find the needs of consumers. Research shows that relationships and close contact are highly valued by the consumer, which the companies also try to live up to. Brand communication on social media has also come to be developed, as the companies use influencers as an intermediary, which has led to the new concept of influencer marketing being expanded. However, there are disagreements about how consumers perceive the companies' direct brand communication and influencing marketing. Hence, the study finds relevance in examining how consumers perceive the different brand communications on social media. Based on the theories, three variables are regarded as a basic explanation for how consumer experience may be unfolded. The three variables explain the study as attitudes, credibility and purchase intentions. In order to investigate this, the study has used a qualitative approach with focus group interviews as a relevant tool. The study is limited to the social platform Instagram, with respondents consisting of women. A further demarcation of the study was to examine only the fashion related brands. The study concluded that influencers are perceived as more real, also defined as sources of inspiration. While companies, with their direct brand communication, may be perceived as more commercial and less real. Also defined as artificial. However, it is important that the consumer can identify with the influencer and value his/her opinions highly, in order for the brand communication to be perceived as real and credible. In addition, the result showed that consumers may experience influencers as sources of inspiration, while companies' direct brand communication can instead be perceived as a source of information. Furthermore, the study also concluded that the three variables attitudes, credibility and purchase intention were related to each other. Consumers first turn out to create an attitude that builds the credibility, which finally gave a purchase intention. A common conclusion in the study was that influencer marketing and the companies' direct brand communication came to be experienced in different ways. But regardless of the outcome, both sources of information were considered vital. The conclusion is that both of these brand communications should complement each other instead of excluding each other. / Sociala medier är beroende av samhället, och samhället är beroende av sociala medier. De internetbaserade plattformarna har idag tagit världen med storm. Ord som ”likea”, ”inlägg” och ”kommentera” är centrala begrepp på sociala medier som har kommit att bli nya sätt att kommunicera genom. Vid utvecklingen av sociala medier, har det sociala nätverket förstärkts på så sätt att människor vänder sig till dessa plattformar i syfte att skapa relationer med andra. Den ökade populariteten har resulterat i att flera binder sig till det sociala nätverket, vilket även företagen har uppmärksammat. Eftersom konsumenten är ständig fokus för företagen, blir det alltmer viktigt att finna konsumenternas behov. Forskning visar att relationer och närkontakt värderas högt av konsumenten, vilket även företagen försöker att leva upp till. Varumärkeskommunikationen på sociala medier har dessutom kommit att utvecklas vidare, då företagen använder sig av influencers som en mellanhand, vilket har lett till att det nya konceptet influencer marketing myntats. Det råder däremot oenigheter kring hur konsumenter upplever företagens direkta varumärkeskommunikation och influencer marketing. Därav finner studien relevans i att undersöka hur konsumenterna upplever de olika varumärkeskommunikationerna på sociala medier. Med teorierna som grund, anses tre variabler som en grundläggande förklaring till hur konsumenters upplevelse kan komma att utspelas. De tre variablerna förklarar studien som attityder, trovärdighet och köpintentioner. För att kunna undersöka detta, har studien använt en kvalitativ ansats med fokusgruppsintervjuer som verktyg. Studien är avgränsad till den sociala plattformen Instagram, där respondenterna bestod av kvinnor. En ytterligare avgränsning för studien, var att endast undersöka varumärken relaterat till modebranschen. Studien kom fram till att influencers upplevs som mer verkliga, även definierade som inspirationskällor. Medan företagen, med sin direkta varumärkeskommunikation, kan komma att upplevas som mer kommersiella och mindre verkliga. Nästintill konstgjorda. Det är dock viktigt att konsumenten kan identifiera sig med influencern samt värdera dennas åsikter högt, för att varumärkeskommunikationen ska upplevas som verklig och trovärdig. Dessutom uppvisade resultatet, att konsumenter kan komma att uppleva influencers som inspirationskällor, medan företagens direkta varumärkeskommunikation kan istället upplevas som informationskälla. Vidare kom även studien fram till, att de tre variablerna attityd, trovärdighet och köpintention förhöll sig till varandra. Konsumenterna visar sig först skapa en attityd som i sig bygger vidare på trovärdigheten, vilket gav en köpintetion. En gemensam slutsats i studien, var att influencer marketing och företagens direkta varumärkeskommunikation, kom att upplevas på olika sätt. Men oavsett utfallet, ansågs båda informationskällorna som vitala. Slutsatsen ligger i att båda dessa varumärkeskommunikationerna bör komplettera varandra istället för att exkludera varandra.

Cette thèse doctorale démontre que la difficulté pour un consommateur de se rappeler ses expériences passées de consommation d’un produit préféré influence son désir. Plus particulièrement, ce travail étudie comment le désir est influencé par le type d’information, sémantique ou épisodique, que l’individu se rappelle sur ses expériences passées de consommation pendant une tâche de rappel difficile, ainsi que par la difficulté attendue de la tâche de rappel et par la pression du temps. Nous avons utilisé une méthode expérimentale et avons conduit trois études empiriques. Les hypothèses ont été testées à partir de données collectées de trois échantillons différents : des consommateurs Péruviens, Chinois et Français. Les participants sont principalement des étudiants universitaires. Un total d’onze scénarios expérimentaux ont été présentés aux participants, incluant divers types de produits (boissons rafraîchissantes, produits hédoniques et activités de loisir). Notre contribution peut aider les professionnels en marketing à agir en prenant en compte le rappel des consommations gratifiantes passées. Afin d’évoquer davantage de désir chez le consommateur, les conditions devraient rendre difficile le fait pour celui-ci de se rappeler ses expériences gratifiantes de consommation passées ; les marketeurs devraient se focaliser notamment sur l’information sémantique des expériences passées et soumettre le consommateur à une pression temporelle. Cette recherche se focalise sur un rappel holistique d’expériences passées et sur le processus de récupération d’information à partir de la mémoire, et confirme la théorie du processus dual de Chaiken et Trope (1998) / This thesis demonstrates that difficulty in recalling past consumption of a preferred product influences the desire to consume that product. More specifically, this research evaluate how desire is influenced by what kind of information from past consumption experience is recalled (semantic or episodic information) during a difficult recall task, by the expected difficulty of recall task, and by time pressure. An experimental method was adopted and three empirical studies were conducted. Hypotheses were tested on data collected across different samples: Peruvian, Chinese, and French consumers. Participants were principally university students. A total of eleven experimental scenarios were presented to participants including different types of products (soft drinks, hedonic products, and leisure activities). Questionnaires were administrated by web and face-to-face. Our contribution has the potential to help marketers take action regarding the recall of past rewarding consumptions. To evoke more desire, consumers must be conditioned to difficult recalls of past consumptions of preferred products; marketers must specially focus on semantic information of past experiences and condition consumers with a time pressure. The results suggest that the type of information processed (semantic versus episodic) and time pressure influence the effect of the difficult recall of past consumption on desire. This research focuses on a holistic recall of past experiences and the retrieval process of information from memory, and confirms the Chaiken and Trope (1998)’s Dual-Process Theory

O objetivo deste estudo é investigar, de forma comparativa entre as categorias alimento e limpeza doméstica, os antecedentes da intenção do consumidor comprar marcas próprias, bem como analisar os efeitos da diferença nos níveis de risco percebido entre essas duas categorias de produtos na formação da intenção de compra. Para o alcance desse objetivo construiu-se um modelo com base em revisões da literatura sobre marcas próprias, bem como sobre risco percebido, imagem da loja, imagem da marca própria e atitudes, construtos identificados como os principais preditores da intenção de compra. O marco teórico permitiu a construção de hipóteses acerca dos principais relacionamentos existentes entre esses construtos no contexto de marcas próprias. A seguir foi realizada uma pesquisa empírica com o objetivo de testar tais hipóteses, utilizando um questionário auto-administrado elaborado com escalas já validadas na literatura. Esse levantamento de campo (survey) coletou opiniões de uma amostra não probabilística de 1.938 clientes de supermercados, composta por pessoas de ambos os gêneros e provenientes de 26 Estados do Brasil e do Distrito Federal, com predominância do Estado de São Paulo. Os resultados obtidos por meio de modelagem de equações estruturais utilizando a ferramenta Smart PLS demonstram que há relacionamentos significativos entre o risco percebido e a imagem da marca própria; entre a imagem da loja e imagem da marca própria; entre a imagem da marca própria e a atitude; e entre a atitude e a intenção de compra, validando as hipóteses de trabalho. O estudo também conclui que o risco percebido e a imagem da loja são fortes preditores da imagem da marca própria e da atitude a qual, por sua vez, é uma forte preditora da intenção de compra. Por fim, os resultados sugerem que a imagem da loja exerce maior influência na imagem da marca própria quando se trata da categoria alimentos, identificada como de menor risco percebido. Já na categoria limpeza doméstica, a cadeia mais relevante de antecedentes à intenção de compra por parte dos consumidores passa pelas relações entre risco percebido, imagem da marca e atitude frente a marcas próprias. Essas conclusões sugerem diferenças de intensidade, senão em natureza, nas relações entre os antecedentes psicológicos à intenção de compra do consumidor quando são consideradas categorias que se diferenciam no risco percebido pelo cliente, contribuindo para uma melhor compreensão teórica do fenômeno e sugerindo implicações gerenciais na adoção de estratégias de marketing por parte dos varejistas detentores de marcas próprias. / This study aims to investigate the antecedents of consumer´s intention to purchase private brands and analyze the effects of different perceived risk levels in intention formation by comparing food and house cleaning product categories. To attain to such goal a model was developed based on literature reviews about private brands, as well as perceived risk, store image, brand image, and attitudes, constructs identified as the main predictors for purchase intention. The theoretical framework allowed the construction of hypotheses about the key relationships among the constructs in the context of private brands. A survey was then designed and executed in order to test the hypotheses. A self-administered questionnaire was build with validated scales found in marketing literature. The empirical study collected opinions from a non-probabilistic sample of 1,938 private brands supermarket shoppers, comprising persons of both genders and from all 26 Brazilian states and the Federal District, predominating residents in the state of São Paulo. Results obtained by Structural Equation Modeling using Smart PLS suggest there are significant relationships between perceived risk and private brand image; between store image and brand image; between private brand image and attitude; and between attitude and purchase intention, validating the proposed hypotheses. The study also concluded that perceived risk and store image are strong predictors for private brand image and attitude which, in turn, is a strong predictor for purchase intention. Finally, results suggest that store image has more influence on private brand image when food products are the focused category as consumers present lower perceived risk toward it. For house cleaning products, the most relevant antecedents for consumer´s purchase intention form a chain of relations from perceived risk, brand image and attitude towards private labels. These findings suggest differences in intensity, if not in nature, on the relations among consumer´s psychological antecedents for purchase intention when categories that differ on perceived risk are considered. Such findings contribute to a better theoretical understanding of the phenomenon and suggest managerial implications for marketing strategies to retailers who hold private brands.

El presente trabajo de investigación tiene como objetivo principal determinar si existe una relación entre la actitud del consumidor hacia el anuncio y la intención de compra generada por el influenciador de moda en Instagram, para las MYPES en Lima Moderna. El panorama actual propone la implementación del “Influencer Marketing” como una estrategia impulsora frente a un mercado global en el cual el consumidor está más informado y confía en opiniones de expertos que brindan sus experiencias de moda. Surge entonces la necesidad de que las micro y pequeñas empresas logren comprender la importancia del Marketing Digital dentro de su plan estratégico, con el fin de incrementar su cartera de clientes y ser más competitivos en el mercado global. En base a ello, las MYPES en Lima moderna utilizarán influenciadores en redes sociales que generan mayor credibilidad en los usuarios. Sin embargo, en Lima Moderna aún existe indiferencia hacia el Marketing Digital. Es por ello que resulta fundamental lograr que las MYPES conozcan el efecto que tiene el Marketing Digital sobre el consumidor actual. También se buscó identificar quienes son los influenciadores de moda más seguidos por los jóvenes. Asimismo, a partir del análisis de regresión múltiple utilizado en la herramienta SPSS, se demostró que todas las variables usadas en el presente estudio influyen en la intención de compra. / The main objective of this research work is to determine if there is a relationship between the attitude of the consumer towards the advertisement and the purchase intention generated by the influence of fashion on Instagram, for the MYPES in Modern Lima. The current scenario proposes the implementation of "influence marketing" as an impulsive strategy against a global market in which the consumer is more informed and confident in the opinions of the experts who provide their fashion experiences. The need arises for micro and small companies to understand the importance of Digital Marketing within their strategic plan, in order to increase their client base and be more competitive in the global market. In this sense, the MYPES in Lima will used that strategy to improve the credibility of users. However, in Modern Lima there is still indifference towards Digital Marketing. That is why it is essential to achieve that the MYPES join the effect that Digital Marketing has on the current consumer. We also seek to identify who is the fashion influence most followed by young people. Likewise, from the multiple regression analysis used in the SPSS tool, it was shown that all the variables under study influence purchase intention. / Tesis

本研究以廣告嘻哈性與故事性為自變數、消費者的嘻哈偏好為調節變數對廣告效果進行研究。研究方式以台北市高中生為受測對象，透過自製廣告影片的播放、然後請受測者填答問卷。問卷分析的結果發現： 1. 消費者認知的廣告嘻哈性或故事性愈強時，對應的廣告態度、品牌態度、購買意願皆愈佳。且當消費者認知的廣告故事性愈弱時，廣告嘻哈性與廣告態度之正向關係愈強。亦即當廣告的嘻哈性或故事性同時增強時，對廣告態度的正向影響會有飽和的效果。 2. 廣告嘻哈性與故事性對廣告效果的影響，會受到消費者嘻哈偏好的干擾。消費者的嘻哈偏好程度愈高時，廣告嘻哈性與品牌態度、購買意願的正向關係愈強。而當產品傾向於感性時，消費者的嘻哈偏好程度愈高，廣告故事性與廣告態度之正向關係愈強。此外，消費者的嘻哈偏好程度愈高，廣告故事性與消費者對產品回憶的正確程度的正向關係反而愈弱。 3. 廣告態度不具有廣告嘻哈性與品牌態度關係間的中介影響力，亦即提高廣告嘻哈性，可直接對品牌態度產生正向影響。此外，當消費者的嘻哈偏好低時，廣告態度會扮演廣告嘻哈性與購買意願的中介角色，但是當消費者嘻哈偏好高時則否。表示嘻哈性強的廣告，可以打動嘻哈偏好高的消費者，讓他跳過廣告態度而直接提高購買意願。 4. 廣告態度在消費者的嘻哈偏好程度低時，是廣告故事性與品牌態度的中介變數。表示只有在消費者的嘻哈偏好程度高時，提高廣告故事性才能直接對品牌態度產生正向影響。此外，廣告態度也是廣告故事性與購買意願的中介變數，表示提高廣告故事性對購買意願產生的正向影響，其實是先影響廣告態度而後才影響購買意願的「兩段式」影響，作用有限。 關鍵字：嘻哈、故事、廣告效果、中介效果、品牌態度、購買意願、次文化