Preliminary Study Of Interactive Advertising In Social Media

The development of social media has constructed a new media environment. In thesocial media platforms, disseminators and recipients can freely transform identities thatusers have regained speaking right due to the relevant broken boundary. In detail, theplatforms, which assembles based on Web2.0, UGC and interpersonal network, help userdialogue with others and brand. Furthermore, it also improves interactions withininteractive advertisement. Therefore, interactive advertisement communication hasobtained new performance that mutually benefits social media because of its nature ofinteraction. Additionally, alongside with the development of social media, interactiveadvertisement has been through a revolutionary innovation that becomes more widelyapplicable into activities of advertising brand. Thus, the synergy and interaction betweensocial media and interactive advertisement become a new force of the advertisementdevelopment.This study makes analysis on interactive advertisement communication on thebackground of current social media environment.By using information dissemination modeof social media, it contributes to explore propagation path and feedback pattern ofinteractive advertisement information in the social media. This study suggests that therelationship between social media and interactive advertisement communication in theplatforms mutually benefits development under synergy process. Particularly, due torestriction of time, geography and technology convenience in the past, interactiveadvertisement as an advertising pattern formed by audiences’ interaction had developedslowly. However, the further progress within the social media platforms constructed byusers and its extensionally interpersonal network improves interactive advertisementdevelopment.According to the current situation described above, it is necessary to proposeforms of synergy between interactive advertisements in the social media and platforms:hidden interactions in product placement, pushed programmes based on its interactionswith users’ interests, collaborative interaction in online activities, interactive interaction of SoLoMo and interactive favourable impression in public website page. Then, a followingsection argues relevant advantages and disadvantages of interactive advertisementcommunication in social media. This implies that interactive advertisement communicationin creative, superior, and experiential way enhances efficiency of advertisementcommunication in the social media. In general, this study is an analysis aboutcharacteristics, dissemination information pattern, significance, advantages of interactiveadvertisement communication in the social media, given relevantly suggestive strategy forfuture social media development. Hopefully, it can be contributable for using as a referenceon this related area study.