Research On The Influence Of Graphical Social Advertising Of "Self-disclosure Text+Product Image" On Businesses Image Evaluation And Product Attitude

In the Internet age,social media platforms are booming.According to the 42 nd "China Internet Development Statistics Report" released by China Internet Network Information Center(CNNIC),as of June 2018,the usage rate of WeChat friends and Weibo as mainstream social media is 86.9% and 42.1%.Among them,the user size of Weibo increased by 6.8% for half a year,about 316 million,accounting for 40.1% of the total size of Chinese netizens.Since social media covers many users and has become an indispensable part of everyone's life,more and more businesses are using social media for advertising to achieve businesses image shaping and the dual purpose of product recommendation.The social advertisement in the form of “self-disclosure text + product image”can satisfy the purpose of image building and product introduction of the merchant,and thus becomes a form of advertisement that is gradually popular on social media.At present,the research on self-disclosure focuses on the analysis of factors affecting self-disclosure behavior,such as individual behavior,anxiety level,and communication speed are the key factors affecting self-disclosure,and self-disclosure analysis to increase mutual relationship,such as self-disclosure can be effective Increase the degree of mutual attraction between people,and lack of research on the impact of different classifications based on self-disclosure on business image and product evaluation.The current literature on product images focuses on analyzing the impact of image information,order,and aesthetics on marketing performance,reflecting its economic function,and lacking analysis of images in social advertisements based on social and economic functions.And the research on social advertising mainly focuses on the form of advertising,the nature of the platform or the effect of cultural influence on advertising,but there is little research on the content form of social advertising itself.Therefore,this paper discusses the graphic social advertisements in the form of“self-disclosure text + product image” which is now popular.Based on the limited attention model and the consumer persuasion knowledge theory,the different influences of the image evaluation and the attitude of the recommended products when the merchants publish different types of self-disclosure text + product imagesare explored.Through the analysis of the second-hand data collected by Weibo and the data collected by the experiment,this paper finds that when the merchant publishes the factual self-disclosure text + product image,the consumer has a good evaluation of his image and a good attitude towards the product he recommends.The opposite is true when a merchant publishes an emotional self-disclosure text +product image.Consider the role of consumer persuasion knowledge: When a business adds a text message describing the product in the form of a factual self-disclosure + product image,the image evaluation will not be significantly affected,but will reduce the consumer's recommendation of product attitude;when the merchant publishes the text information of the product in the form of emotional self-disclosure + product image,the product attitude will not be significantly affected,but will reduce the consumer's evaluation of its image.