Research On The Sharing Behavior Of Environmental Public Service Advertisements In Social Media

Environmental public service advertisements have always been an important part of public service advertisements.In recent years,with the popularization of social media,more and more environmental public service advertisements are put in social media.One of the important dimensions to measure the advertising communication effect in social media is whether the information can be Shared through secondary transmission.How to excavate the internal texture of the sharing behavior of environmental public service advertisements in social media and how to better stimulate the secondary dissemination of environmental public service advertisements among the audience is related to whether the information of environmental public service advertisements can be spread to more people through interpersonal communication and make the concept of environmental protection more widely popularized.In the previous studies on the effects of media,a large number of studies started from the direct effects,but few people paid attention to the indirect effects.In the field of indirect impact research in recent years,"assumed impact model" is its representative view.This paper introduces the new perspective of "assumed influence mode" and USES the grounded theory to explore the specific factors of assumed influence in the sharing behavior of environmental public service advertisements in social media.On this basis,it discusses the ways to promote the sharing behavior of environmental public service advertisements.The research found that the sharing behavior of social media environmental public service ads is through self-contact,assuming the influence of others,until the sharing behavior occurs.Perception of others' contact attitude,perception of others' social media experience,and perception of the existence of social capital are the typical factors that are assumed to influence the sharing behavior of environmental public service advertisements in social media.According to the research,based on the existence of assumed influence in the sharing behavior,in order to promote the re-dissemination of environmental publicservice advertisements,relevant media should attach importance to activating the sharing behavior with advertising creativity,deepening the sharing behavior with multiple social interactions,and maintaining the sharing behavior with social capital.