社交媒体广告信息呈现策略对分享意愿的作用机制研究

Effects of Social Media Advertising Presentation on the Willingness to Share:Third Person Effect as a Mediator

本研究探索信息框架(正面vs.负面)和效益目标(自己vs.他人)对社交媒体广告转发意愿的作用机制。实验结果表明:当信息框架为负面或效益目标为他人时,受众产生第三人效果(TPE);而当信息框架为正面或效益目标为自己时,受众则产生相反的认知,即第一人效果(FPE)。在此影响过程中,TPE/FPE在信息呈现方式与分享意愿之间扮演着中介角色,而参照群体(目标受众vs.非目标受众)对效益目标与分享意愿之间起着调节作用。

The social media has gradually become the main platform for ads now.How to promote the audience to share advertisements and form a virus spread situation has become an important issue.Based on the third-person effect theory,we explore the mechanism that message framing(positive vs negative)and benefit target(self vs others)affect the willingness to forward social media ads.The results show that when the message framing is negative or the benefit target is other people,the audience has a third person effectperception(TPE),and when the message framing is positive or the benefit target is self,the audience has the opposite perception,first person effect perception(FPE).TPE/FPE plays a mediating role between information strategy and willingness to share,while the reference group(target audience vs.non-target audience)plays a moderating role between benefit goals and willingness to share.This study enriches the theory of viral communication,and provides new ideas for social media advertising creation.