The Acceptance Research Of Traditional Media's Native Advertising Microblogging

This study suggests that Native advertising is a form of AD whose content suit the environment, not only providing information to the audience, but also changing the audience' attitude. Through analysing, we coucluded that native advertising is a form of modern advertising. It is an important part of the Integration Brand Promoting, in line with the connotation of Integration Brand Transmiting.In the era of WEB2.0 and microblogging, Native advertising have been used spreadly. Because new media have Forced traditional media, new media must have an transition, one important way is to open a microblog. The study suggests that most of the Traditional media's microblog has adopted Native Advertising especially in form of news.Traditional media is relatively serious, authoritative, the content published must be true, objective and fair. Using Native advertising cause great controversy. The controversy can be summed up as follows: the audience's acceptance for traditional public microblogging platform using Native advertising and the content of Native advertising.Browsing domestic and foreign research, we build the acceptance of research model included entertainment, usability, usefulness, credibility, interactive participation, attitudes and actions.Through data analysis, we concluded that: nearly half of the audience did not accept the use of Native Advertising and the factor of entertainment, usefulness, interaction respectively affect the audience's participation attitude and acceptance. And its Authoritative has no effect on the audience's acceptance. Such a conclusion broke cognitive understanding.The study has three conclusion. The first one is that Native advertising is temporary form of online advertisement development; The second one is that well-made Native Advertising will help improve the audience's acceptance. The third one is that traditional media must pay attention to constructing their authority.