Research Of SNS-based Advergame Conguity And Prominnce On Players’ Brand Knowledge

The rapid development of Web2.0reveals that the Internet hasentered a completely new developing stage. As the typical application ofWeb2.0, the social networking service is experiencing explosive growtharound the globe and filters the daily life to the users. With thedevelopment of SNS, SNS brand advertising implantation has become awidespread popular way of brand dissemination for companies. Becauseof the increasing of the APP, SNS advergames are growing popularitywith the brand. Magnum’s Xun Meng Li Ying APP is a successful case.This article is based on the above background to start our ownresearch，trying to find out the factors influence the effects on users’brand knowledge after their experience of SNS advergames. Currently,domestic and international researches have seldom studied projects whichexplained the relationship between advergames and brand knowledgebased on SNS platforms. Therefore, there are still many issues to beexplored and domestic research also urgent need more empirical research.Based on previous researches, this article build a theoretical model according to the elements of brand advertising implantation to explain theimpact of congruity and prominence on the consumer’s brand knowledge.And we find that the social interactivity has a moderating effect in theimpact between them. Afterwards, based on research needs, we designedand implemented a2*2*2experiment, collected data and used softwarefor data analysis and processing. Finally, the paper discussed the analysisresults, and then reached the following conclusions:(1) Propose and verify the two important factors----congruity andprominence on the consumer’s brand knowledge.(2) Propose and verify the regulatory roles played betweencongruity/prominence and brand knowledge by social interactivity. Theinfluence of advergame congruity/prominence on players’ brandknowledge is changed with the level of social interactivity.