Why is the Reading Promotion Method of Web Celebrity Live Broadcast in the Library Popular:Based on Consumer Psychology Theory
[Purpose/significance]This paper is to analyze the reading promotion method of web celebrity live broadcast in the library,in order to explain the theoretical mechanism of the effect of web celebrity live reading promotion.[Method/process]Based on the theory of consumer psychology,it analyzes the web celebrity live reading promotion in libraries from three dimensions:cognitive stimulation,emotional connection and social identity.[Result/conclusion]The study finds that cognitive stimulation factors reveal the process of readers'attention capture under the'fresh symbols'of web celebrity.The emotional connection factor explains that readers can establish trust and emotional resonance with the web celebrity through professional content,real communication and interactive participation;and social identity explains the dynamic evolution of the reader group under the web celebrity live broadcast and the shaping of identity and cohesion,thus forming the identity of the shared values of the live broadcast mode and the internal unity of the reading community.
web celebrityreading promotionconsumer psychologycognitive stimulationlive broadcast
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