An Ground Theory Research On The Influencing Factors Of WeChat News Feed Ad Effect

Since WeChat had launch the New Feeds advertising in 2015,it has gradually become a new form of advertising in the Internet platform.WeChat advertising is different from the one-way mass media advertising,it is born in Big data and cloud computing era,so it is different from advertising in the mass media era which consumer accpet advertsing passively,advertsor can accurately push personalized advertising form and content to consumer and interaction with the them,the audience can participate in the entire process of advertising communication.While microblogging advertising has provided advertisers with hundreds of millions of impressions,there is still a problem where the advertising effect is unclear,ad push accuracy,user engagement is low,and audience preference is low.Of the interaction and then improve the micro-information flow advertising effect,is currently placed in the advertising and information flow platform in front of the biggest problem.In this paper,Writer based on the Ground theory to develop a exploratory research of the WeChat information flow advertising effect from the perspective of the users.We adapt the semi-structured interviews through the three Degree sampling--open sampling?main sampling?selective sampling by collecting interviews materials and adding three new samples for testing the saturation degree of the advertising effect mode of the WeChat feeds advertisements.Based on the coding and qualitative analysis of the original data,the paper puts forward the four main categories which including “Personalized advertising recommendation”,"The information process mechanism of the WeChat fees advertisement "," The attitude formation mechanism of WeChat fees advertisement " and " The audience behavior selection mechanism of WeChat feeds advertisement ".With the main categories,we put forward the core sampling to construct the influencing factors of the WeChat advertising and advertisement transmission mode.According to the study,it is found that the accuracy of the feeds advertisement push,the audience using situation,the advertisement content,advertisement form,the brand awareness,the audience participation,the audience consumption preference and other factors will have a positive impact on the advertising effect of WeChat feeds advertising.Meanwhile,the paper also put forward a new theory of the feeds advertising effect level,PUINSA(push,understand,interest,negotiation,social,action)model which is different from traditional model by its iterative,circular,personalized and interactive as the main characteristics of the feeds advertising.This paperalso provide more advices to the feeds advertising industry and more basic theory for feeds advertising scholar.