自媒体广告效果测量指标与评估体系研究

Research on Measurement Index and Evaluation system of Self-media Advertising effect

自媒体的广告效果研究已经是传播学领域的重要课题,学界及业界均对其有所讨论,然而目前还没有一个公认的、被广泛接受并付诸实践的测量指标与评估体系。本研究通过文献梳理与深度访谈(N=40),基于SICAS广告效果模型提出SIASR模式,重新讨论自媒体广告效果,构建以感知力、互动力、转化力、分享力、稳定力为五个一级指标的自媒体广告效果测量指标与评估体系,提供新思路,以期能对学、业界有所参考。

The research on the effect of we media advertising is an important subject in the field of communicanon science. However, there is not a widely accepted and practiced measurement index and evaluation system This study mrough literature and in--depth interview （N=40） based on the SICAS aavertising effect model to put forward SIASR moael rediscusses the effect of socia media advertising, and constructs new idea of the and evaluat on system of we media advertising effect which are five first level naex of perception interaction transformation sharing and stability is expected to have some reference to the advertising circle