社交媒体原生广告效果研究

A Study of Native Advertising on Social Media

近年来,社交媒体原生广告发展的风生水起,受到了众多广告主的青睐,本文研究重点为社交媒体原生广告特性对广告效果的影响。本文在前期研究的基础上提出社交媒体原生广告特性,并从中提取主要特性,实证分析广告特性对广告效果的影响,并验证广告态度、品牌态度及购买意愿三者之间的关系,最终建构社交媒体原生广告效果模型。研究发现,社交媒体原生广告主要特性包括精准性、娱乐性、易用性、可信性、信息性、互动性、干扰性与侵犯隐私性,其中,可信性与娱乐性对广告效果产生正向影响,而干扰性对广告态度与购买意愿产生了负向影响。

In recent years,the native advertising on social media is flourishing,gaining popularity among the advertisers.This article focuses on the impact of social media advertising features on advertising effectiveness.Based on extensive research,it elaborated on the characteristics of social media advertising,and their impact on advertising effect.By verifying the relationship between advertising attitude,brand attitude and purchasing intention,the author builds the effect model of social media advertising and finds that the main features of social media advertising include precision,entertainment,ease of use,credibility,informativeness,interactivity,interference and invasion of privacy.Among them,credibility and entertainment have a positive impact on advertising effect,whereas interference has a negative impact on advertising attitude and purchase intention.