Research On The Native Advertising In The Mobile Terminal Of Social Media

In twenty-first Century,with the rapid development of Internet,the form of online advertising is constantly updated.However,with the complex layout and redundant information of network advertisement,consumers have paralyzed advertising.Many companies,advertisers have begun to think about the advertisement information which can be made into valuable content seamlessly embedded into the web page,do not interfere with the user experience,and create a smoother user experience.Basing on this background,the rise of a new form of Internet advertising rose in 2012,called native advertising(Native Advertising).The rapid development of mobile Internet and the widespread use of mobile intelligent terminals have brought more space for the development of social media;users prefer to use social services in a convenient mobile terminal which is ready to touch up.Enterprises,advertisers and brand owners recognize the migration and transformation of consumers' media habits,so native advertising has more chances to be used in the mobile platform of social media.This thesis analyzes and summarizes the concept,type,development status of social media and the concept,characteristics,development of native advertising.It also analyzes the new development of mobile advertising on social media and the application type of native advertising on its platform.Hold the native advertising on domestic well-known social media,Sina microblogging mobile side,as the object of study and use case studies to sum up the forms of native advertising on this platform.Using the method of questionnaire investigates the propagation path and function of native advertising on Sina microblogging mobile side,applying the questionnaire star site to delivery and recovery of the questionnaire.Based on"the marketing funnel" to build advertising effectiveness evaluation model,including the amount of exposure,browse,click,interaction,consultation,transfer,reputation,loyaltt,nine indicators and combined with the survey data of Sina microblogging mobile users to evaluate advertising effect on social media mobile platform.Finally,from the perspective of consumers,using "consumer decision journey" and starting from considering,evaluating,buying,experiencing and advocating,loyalty five decision-making steps to make the following recommendations on social media mobile advertising:reach the target consumers accurately,plan creative native content;delivery native advertising on multi-platforms,rich brand electronic word-of-mouth;easy to operate product link pages,pay attention to changes in users' decision journey;strengthen the interaction between native advertising and users;evaluate the effectiveness of advertising continuously and effectively.