An Empirical Study Of Public Attitudes Towards Advertising From We Media Platforms

The rapid development of Internet technology has brought about tremendous changes in the current Internet communication landscape.In the era of information explosion,traditional media no longer has the dominant position of “ top-down,point-to-face” and is replaced by “two-way instant,Emerging media from face to face.In particular,since 2012,various self-media platforms represented by the WeChat public account have gradually emerged.At the same time,advertising on the self-media platform has become more and more popular among advertisers.However,how the self-media influences the consumer's advertising attitude,how the marketing activities are more effectively carried out in the self-media platform,and how the company avoids risks in the self-media marketing,and achieves the purpose of product integration,etc.Still not particularly deep.Therefore,this paper intends to examine the influence of self-media on consumer advertising attitude through empirical research.It has great significance for the practice of brand advertising in the era of mobile Internet and the deep research of self-media advertising attitude in academic circles.value.This study sorts out the research on media,consumer attitudes,advertising communication and other related aspects through the analysis and summary of previous scholars' research in related fields.Through questionnaires and in-depth interviews,mobile phone-related data,according to the survey,found that the public's trust in the media platform,accurate advertising,effective interaction and user experience have a positive impact on consumer advertising attitude.At the same time,there are the following problems in the advertising of media platform: consumers have low trust in self-media platform advertising,lack of effective evaluation system for advertising effects,lack of effective interaction in advertising operation mode,and lack of attention to consumer user experience.Finally,through summarizing and analyzing related research and research,this paper puts forward the promotion strategy of advertising effect on self-media platform.It believes that the effect of advertising on self-media platform can be improved by the following aspects: First,enrich the advertising form of self-media platform,Enhance the appeal of self-media advertising to the audience;Second,the regulatory authorities should strictly control the content,advertisers and self-media should strengthen self-discipline to ensure theauthenticity of advertising;Third,accurately place advertisements to screen out advertising information that is valuable to users.To reduce interference with users;Fourth,to encourage consumers to participate in interaction,use interactive prizes and technological innovation to enhance interaction with consumers.