Research on the Influence of "Funeral Culture" Expression on Advertising Effect: Based on the Adjustment Function of Brand Positioning
DOI:
https://doi.org/10.54097/fbem.v7i2.4854Keywords:
Abstract
At present, "funeral culture" with the theme of "decadence, anxiety and helplessness" is widely spread in social media, and many businesses have seized the hotspot to take advantage of the marketing trend. This study investigates the practice of "funeral culture" advertising, combines the literature on "funeral culture" and brand positioning, constructs a model based on relevant theories, and proposes a research hypothesis to explain the relationship between "funeral culture" advertising expressions and brand positioning. The research hypothesis is intended to explain the interaction between "funeral culture" advertising expressions and brand positioning, as well as the mediating role of social identity. The study is intended to enrich the research in this field and to provide some guidance for the marketing practice of "funeral culture".
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References
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