心理科学进展2026，Vol.34Issue(5)：836-855,20.DOI:10.3724/SP.J.1042.2026.0836
基于生成式AI的多模态商业内容最优区分性对网红种草营销效果的影响
The influence of optimal distinctiveness of multi-modal sponsored content on influencer marketing effectiveness based on generative AI
摘要
Abstract
The rapid advancement of generative AI has significantly enhanced content creation capabilities for marketing practitioners.However,influencer marketing—a crucial engine for stimulating domestic demand and boosting consumption—now faces practical challenges of low sales conversion rates due to content homogenization.This study proposes that leveraging generative AI to create sponsored content adhering to the optimal distinctiveness principle may resolve this problem.Based on social media affordance theory and optimal distinctiveness theory,the research innovatively employs a mixed-methods approach integrating multimodal machine learning,quantitative marketing analysis,and behavioral experiments.It aims to:(1)identify feature dimensions of multimodal sponsored content and measure sponsored content similarity;(2)unveil the mechanisms of sponsored content similarity on influencer marketing effectiveness to identify optimal distinctiveness thresholds;(3)explore technical pathways for generating optimally distinctive multimodal sponsored content using generative AI.The findings will establish a comprehensive theoretical framework for analyzing influencer marketing effectiveness while providing actionable scientific solutions to practical challenges.The outcomes not only align with the core demands of developing an"AI+Consumption"ecosystem in the digital economy era but also demonstrate significant practical significance for expanding domestic demand and revitalizing consumer markets.关键词
网红种草营销/消费者心理/多模态分析/生成式AI/最优区分理论Key words
influencer marketing/consumer psychology/multi-modal analysis/generative AI/optimal distinctiveness theory分类
社会科学引用本文复制引用
洪傲然,冯梓煜,王永贵..基于生成式AI的多模态商业内容最优区分性对网红种草营销效果的影响[J].心理科学进展,2026,34(5):836-855,20.基金项目
国家自然科学基金青年科学基金项目(C类)(项目编号:72502108) （C类）
江苏高校哲学社会科学研究一般项目(项目编号:2024SJYB0018) （项目编号:2024SJYB0018）
国家自然科学基金重点项目(项目编号:72032004) （项目编号:72032004）
浙江省哲学社会科学领军人才培育专项课题(项目号:24YJRC04ZD). （项目号:24YJRC04ZD）
