The Study Of Content Matching Degree And Brand Familiarity On The Effect Of Native Advertising

The concept of native advertising has become a hot marketing topic since it was introduced in 2012.In the big data environment,the way of communicateon between advertisers,media and audiences is changing,and put forward higher requirements on the relationship between earnings and advertising audience experience,native advertising is to meet the requirement of product.Based on the “content that is advertising”,and the media environment is highly integrated,and the audience close to the characteristics of infinity,native advertising more and more favored,known as the internet advertising marketing change forward.In today's mobile era,social software has become an indispensable platform for people living in the exchange.New media advertising,especially on social media,has attracted more and more attention as the development of the mobile internet era.Social media represented on Wechat and Weibo are at a rapid development stage.Chinese advertisers have begun to use Wechat to expand their brand influence and increase user stickiness.In this situation,the factors affecting the effect of native advertising and the effect of native advertising have become the focus of advertisers and advertising operators.Native advertising in the form and content are different from the previous forms of advertisng.So,what kind of cognitive experience does the audience have on native advertising?How does the fit of the native ad's content and form fit the effect of the ad?The author from the perceptual perspective,based on the previous research on advertising effectiveness,through empirical research to explore the native form of advertising,and content fit effect respectively on advertising effect,to further explore these factors-significant degree.The results show that,the content matching degree and advertising effect do not exist signigicantly in the statistical sence,and the cont matching degree and advertising attitude are significantly negative correlation with advertising cognition,brand cognition,brand attitude.On the basis of this conclusion,the author puts forword soe practical suggestions.