社交媒体下的原生广告赞助披露:研究综述与展望

Native Advertising Sponsorship Disclosure on Social Media:a Literature Review and Prospect

社交媒体蓬勃发展带来信息服务与信息沟通的颠覆式变革。原生广告兴起引发学者对赞助披露规范与机制的新审视。本文基于系统述评及文献计量,呈现赞助披露研究进展,诠释现有研究理论视角、研究范式,厘清赞助披露七种模式及区别,结合说服知识模型和叙事说服理论提出双说服路径赞助披露广告刺激反应模型,从信息加工及关系视角解构社交媒体赞助披露对广告效果的影响,拓展了原生广告理论研究,为数字经济下的信息系统实践带来启示。

The vigorous development of social media has brought a destructive change in the field of information service and communication.The rise of native advertising has triggered a new examination of the norms and mechanisms of sponsorship disclosure.Based on systematic and bibliometric literature review,this paper summarized the research progress of sponsorship disclosure,interpreted the theoretical perspective as well as the research paradigm of existing research,and clarified the seven modes of sponsorship disclosure.Moreover,focusing on information processing and relationship,a dual persuasive path advertising stimulus response model of sponsorship disclosure based on persuasive knowledge model and narrative persuasive theory was proposed to further deconstruct the impact of social media sponsorship disclosure on advertising effects.The paper expanded the native advertising theory and brought enlightenment to the information system practice in the digital economy.