社交信息对微信朋友圈信息流广告效果的影响

The Influence of Social Information on the Advertising Effect of WeChat Moments News Feed Advertisements

近年来,随着移动互联网的高速发展,中国网络广告市场发展迅猛。微信朋友圈信息流广告凭借高原生性、互动性等特点,备受广告主青睐。研究者发现,日渐成为微信朋友圈信息流广告本质特征的朋友点赞评论等"社交信息"的影响有正有负,在不同的文化背景下影响相异。本研究以精细加工可能性模型作为分析的理论框架,采用实验法,形成2×2×2组间组内设计,探讨社交信息对中国大学生微信朋友圈信息流广告的广告认知、广告态度和购买意向的影响,以及个人相关性和品牌熟悉度调节作用。研究表明,点赞、正面评论等社交信息可以有效提升微信朋友圈信息流广告效果,尤其是在低品牌熟悉度、低个人相关性的情况下,社交信息对信息流广告效果的影响更大。本研究的理论贡献和实践意义在于增强社交媒体广告在中国大学生群体中的效果。

With the high-speed development of mobile Internet,network ad vertising market got rapid development in China,especially,news feed adver tisements has been developing rapidly in many types of mobile advertising,its market scale expands rapidly,and WeChat Moments news feed advertisements by virtue of the platform nature,interaction and other characteristics,has been favored by advertisers.Studies revealed that the effect of social information such as friends comments varies in different cultural context.Taking the Elaboration Likelihood Model as the theoretical framework,this study designed a 2×2×2 experiment,explored the social information’s impact on WeChat Moments news feed advertisements effectiveness including advertising cognition,attitude toward advertising and purchase intention,and the moderating role of personal relevance and brand familiarity for chinese college students.The study shows that social information has positive advertising effect especially in the condition of lower personal relevance and lower brand familiarity.The theoretical contribution and practical implication are discussed.