在现今数字经济时代品牌推广中，网红营销中发挥着越来越重要的作用。以往研究主要基于信息处理范式，探讨网红广告对品牌评价与购买意愿的影响，而对于网红广告象征作用与内容特点缺乏应有的关注。“网红”本质上是一种社会文化现象，网红的身上也具有丰富的文化意义，从而可能对消费者的心理产生更为深层次的影响。本研究根据“名人—产品—消费者”的意义迁移路径，通过三个研究考察网红营销对消费者真实性的影响：首先，从文化意义层面，剖析网红真实性的内涵并检验其作用。其次，基于自我真实化理论，探索网红真实性迁移至产品的效应并考察广告中真实性线索（包括信息可信度、场景真实度与体验式创造）的影响。最后，检验网红广告中体验式创造对消费者真实性的作用与机制，从而揭示网红真实性进一步塑造消费者真实性的机理。本研究从变革消费的角度，为理解网红营销的作用提供新的视角与证据，对于提升网红广告效果与增进消费者幸福感具有借鉴作用。

Digital celebrity (wanghong) marketing plays an increasingly important role in today’s brand promotion. Previous research mainly took the perspective of information processing and examined the effect of wanghong marketing on brand evaluation or purchase intention, without accounting for the symbolic role and content characteristics of wanghong marketing. Essentially, “wanghong” is a socio-cultural phenomenon, who has been embedded with rich cultural meaning hence may have more in-depth impact on consumers. Based on the meaning transfer route of “celebrity-product-consumer” proposed by meaning transfer model, this study will examine how wanghong advertising shapes consumer authenticity using three studies. First, from the cultural meaning aspect, we will analyze and test what authenticity denotes in terms of wanghong and whether wanghong is perceived as more authentic than traditional celebrities. Secondly, based on self-authentication theory, we will explore whether wanghong’s authenticity transfers to the product and how authenticity cues in wanghong advertisements (including message credibility, realistic spot and experiential creation) further affect this process. Finally, we will analyze the effect of experiential creation in wanghong’s ads on consumer authenticity and its mechanism. Based on transformative consumer research perspective, this research will provide a new perspective and evidence for the role played by wanghong marketing, and shed light on ad design and consumer well-being improvement.