关系视角下微信广告的传播效果研究

Research on the Communication Effect of WeChat Advertising from the Perspective of Relationship

本文基于关系视角,采用问卷调查法和深度访谈法对微信广告传播效果进行研究。研究发现微信（We Chat）中单纯建立在关系营销基础上的广告信息,会在一定程度上造成用户的排斥心理;同时,关系依赖型广告尤其是微商代购信息对虚拟空间的人际关系也会产生负面影响。研究认为,凭借高效互动打造起来的微信塑造了人与人之间的关系社交网络,而这种衍生于传统文化的社交语境对广告信息传播具有限制作用,微信的粗放利用也会损害基于强关系的朋友圈的情感互动。因此,微信作为新媒体在营销方面的潜力发挥要坚持适度原则。

This paper is aimed to research on the communication effect of WeChat advertising from the perspective of relationship, using the methods of questionnaire and interview for specific users. The study found that advertising in- formation built on the basis of relationship marketing in WeChat would cause a re- jection for users in a certain extent. Also relationship-dependent advertising espe- cially the information of procurement service would cause a negative impact to the interpersonal relationships on the virtual space. made up with efficient interaction has built the The study suggests that WeChat network of relationships betweenpeople. However, this social context derived from traditional culture will restrict the spread of advertising information. The extensive use of WeChat will damage e- motional interaction of friends circle media, must adhere to the principle based on strong ties. So, WeChat, of proportionality to play marketing as a new potential.