信息流广告的研究热点分析

An Analysis of Research Hotspots in News Feed Advertising

信息流广告是在伴随着互联网潜能的不断释放和广告主需要更加精准的广告投放方式背景下,应运而生的一种智能推广的广告形式。目前,国内对于信息流广告的研究仍处于起步阶段。通过对知网信息流广告的归纳整理,发现相关研究主要聚焦于三个方面:社交媒体中的信息流广告、信息流广告与广告回避分析,信息流广告与品牌影响关系分析。现有研究成果表明,在信息流广告的定义、广告规制框架建构、广告技术伦理等问题上存在概念模糊不清,架构不完善,关系困境等挑战,有待进一步聚焦与深入,需要引起学界的广泛关注。

News Feed Advertising is a form of intelligent promotion that emerges as the times require under the background of the continuous release of the Internet’s potential and the need for more accurate advertising methods by advertisers.At present,domestic research on News Feed Advertising is still in its infancy.The article summarized and sorted out CNKI News Feed Advertising and found that relevant research mainly focused on three aspects:namely,News Feed Advertising in social media,News Feed Advertising and advertising avoidance analysis,and analysis of the relationship between News Feed Advertising and brand influence.Existing research results show that there are ambiguities in the definition of News Feed Advertising,the construction of advertising regulatory frameworks,and the ethics of advertising technology.These challenges need to be further focused and deepened,and they need to arouse widespread attention from the academic community.