Research On Evaluation Mechanism Of Social Media Advertisement Effect

With the rapid development of China's mobile Internet,mobile social networking is an indispensable part of daily life.Many companies see the mobile social business opportunities,deep farming social media,and strive to fit the needs of users,behavior,social media advertising in this context showing explosive growth,especially WeChat advertising.On the current trend of the development of social media advertising,social media advertising practice in the front of the theory,this drawback is caused by the evaluation of the effectiveness of social media advertising still follow the traditional standards.but not a set of their own evaluation system.At the same time,the lack of theory caused advertisers to simply social media advertising is equivalent to accurate marketing,and the fact that the effect of social media advertising,far from the current simple data analysis to support the "precision marketing" to judge.This paper studies the factors that influence the effect of social media advertising from the perspective of the status of social media in China,the behavior of users,the characteristics of social media advertisements and the relationship between social media advertising and users,and the analysis of user's consumption behavior from the psychological level.Two aspects to evaluate the effectiveness of social media advertising.In the process of research,the use of qualitative research and quantitative research combined to ensure that the conclusions of the scientific and objective.Among them,qualitative research mainly for the depth of interviews,in the depth of interviews with the previous literature on the basis of the basic evaluation system.Quantitative studies include questionnaires and eye movement experiments,first-hand data,and validation of pre-evaluation systems.Through the above research methods,this subject has refined the standard of social media advertising effect evaluation,the research process actively use the data to analyze the research object,and combine the emotional judgment result and the rational research result,determine the appropriate weight in the evaluation system,Put forward the evaluation mechanism of social media advertising effect.In the design practice,the subject of the East China University of Science and Technology brand image "small pear" peripheral products as a case,using the current WeChat advertising in the more common form of H5 advertising,statistical late data,and then use the early evaluation mechanism,And finally a quantitative result of the advertising effect.