An Empirical Research On The Influencing Factors Of WeChat News Feed Ads Effects

Under the support of Technology Big data and cloud computing technology, the spread of Internet information becomes more intelligent and personalized. The time of consumers’ passive acceptance of information has passed; instead an era of human-centered marketing communication is coming. Social media with vast amounts of personal information takes advantage of the Internet provide consumers with more accurate and personalized, and interactive information. At the beginning of the year of 2015, the most popular social media WeChat launched and it has won a huge exposure for advertisers. But behind the success, a series of problems have appeared: information from this News Feed Ads is not accurate, and sometimes violates the user’s privacy issues, etc. Therefore, how to effectively arrange marketing strategies, and improve the effect of advertising communication, has become an urgent problem to be solved.This research takes the WeChat News Feed Ads as the research object by the methods of literature research, questionnaire survey, and so on. Through combing the relevant theories and researches, the author will measure the advertising effect through knowledge, attitude and behavior. 8 factors that affect the advertising effectiveness will be concluded in this paper from the perspectives of media, consumers, and etc. on the basis of these factors, the author puts forward hypothesis and constructs a conceptual model. Through the data analysis to verify the hypothesis, the author will find out the influential factors of the advertisement effect and draw the conclusion.The research shows that consumers’ attitude towards brands, participation sense, preference for innovation, advertising and formation targeted all have a positive effect on the advertising effect. Based on this study, the author puts forward some suggestions about WeChat advertising marketing.