| Issue |
SHS Web Conf.
Volume 148, 2022
The 2nd International Conference on Public Relations and Social Sciences (ICPRSS 2022)
|
|
|---|---|---|
| Article Number | 03051 | |
| Number of page(s) | 4 | |
| Section | Public Relations and Gender Equality Analysis | |
| DOI | https://doi.org/10.1051/shsconf/202214803051 | |
| Published online | 31 October 2022 | |
The Research on the Effect of Non-Brand Relevance of Spokescharacters to Gen Z with Regulation of Conformity
DeGroote School of Business, McMaster University, Hamilton, Ontario, L8S 4L8, Canada
In the contemporary society, the spokescharacters have played a significant role in the market. Especially brand collaboration, collaborating with famous virtual characters, become more acceptable for the business. However, this kind collaboration tends to ignore and eliminate the relevance of the spokescharacters and the image of the brand. As result, this research explored that the reduce of relevance would affect the purchase intention of Gen Z, the largest fan group of virtual characters, and whether the Conformity would reduce this influence. The result demonstrated that, the relevance of spokescharacters is not a factor that would influence purchase intention among the Gen Z, even if they are not fans of the virtual characters. However, the influence of Conformity is still significant.
© The Authors, published by EDP Sciences, 2022
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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