Research On The Communication Effect Of Advertising-content Correlation And Product Involvement On WeChat Public Platform Native Advertising

In recent years,with the rapid development of mobile Internet and social media,native advertising,which adheres to the concept of "user first",has quickly occupied a place in the advertising market since it was introduced to China by ifeng.com in 2012.With its original content and form and precision of push,it has been pursued by numerous advertisers.As a representative of social media with hundreds of millions of users,We Chat attracts the attention of many enterprise advertisers with its powerful interactive properties and massive data resources.Currently,there are two types of native ads on We Chat: stream ads and We Chat public platform ads.Although information flow ads earn enough eyeballs for advertisers on exposure,they are also disliked by users to some extent due to their inaccurate push and users' privacy disclosure.Compared with this,We Chat public platform native advertising,on the contrary,provides users with stronger active selectivity,and delivers more comprehensive advertising information.Therefore,how to establish the interaction between users and We Chat public platform and improve the communication effect of native advertising has become the focus of We Chat platform,enterprises and academia.In this paper,through the past relevant literature about the native advertising,found that most of the literature is the foundational theory summary,a small amount of quantitative research is mainly around the flow of information,advertising academia on the momentum is fierce and the commercial value of We Chat public platform native advertising is only limited to the surface phenomenon of induction or case analysis,combines We Chat public platform and native advertising in advertising effect is less empirical research literature.Based on this,this article finally selected to We Chat public platform for the study of the carrier,in reference to the relevant research concerning the effect of advertising,the implanted level and product level respectively choose advertising-correlation content and products involved in degrees as the independent variables of this study,by using the method of the traditional experiment of native advertising communication effect from the cognitive attitude--behavior study of three dimensions.The research results show that in We Chat public platform,advertising-content correlation has a significant positive impact on consumers' advertising cognition and advertising attitude,but product involvement has little impact.In consumers' willingness to buy dimension,advertising-correlation content and products involved in significant interaction,on the one hand,from the point of advertising-content correlation degree,although experiment verified the ads-correlation content showed significant positive effects on consumer purchase intention,but the experimental data also said products involved in the improvement of undermining advertising-the positive influence of content of correlation,on the other hand,from the point of products involved in degrees,only under the condition of advertising-covers content will be a significant negative effect on consumer purchase intention.Finally,based on the above research conclusions,the author also puts forward corresponding Suggestions from the producer of We Chat public platform,the advertiser of enterprise and the industry supervisor on the output of We Chat public platform native advertising.