Research On Brand Advertisement Appeal Based On Social Media

Social media can be able to gather a wide range of people and forms themintorelated groups, groups’ members have been keep attention and interactingconstantly in social media.Numerousadvertisements are spread in the socialmedia,and in order toget the ideal effect, brands should pay more attention to thecontent and type of advertising appeal whichare quite important factors.At the sametime, it couldn’t be better if the audience "respread"the information ofadvertisement after accept it.This article studies the background ofadvertisementand advertising appeals in social media, as well as the impaction of consumers’willing to "respread"the information of advertisement.The article is divided into five parts, the first chapter which is based on thereality and theory can demonstrate the importance of advertising appeal whenspreading in social media; The second chapter not only puts forward the definitionand characteristics of social media, but also generalizes the related researchliterature; The third chapter analyzes thesimilarities and differences between socialmedia and traditional media (when they present advertising appeal), and it has beenpointed out how can the audiences play a important role to "spread" advertisementsinformation. The fourth chapter take Nike’ sadvertisements released in socialmediaas a case toresearch, the research is divided into two parts: Part1, check howthe consumers response when they experience two different products’advertisingappeal;Part2, start ain-depth interviews and try to have a good comprehension ofhow the advertisements effect and make consumers have the willingness to"transmission" and influence others. The in-depth interviewchoose four groupspeople as interviewees. The fifth chapter is conclusion.In this paper, Bothquantitative and qualitative research methods are adopted,and the related point of view is not perfect enough. It remains to be further modifiedand validated.