The Research Of Placement Characteristics Of Product Placement In WeChat Official Accounts Article

The rapid development of product placement in the WeChat Official Accounts article has become one of the most important marketing methods which appeal advertisers to adopt.However,there is a lack of inquiry into the placement characteristics of the WeChat Official Accounts article.The study adopts the content analysis method and select 8 types of WeChat Official Accounts from the WeChat Official Accounts Reading List which is provided by NEWRANK.CN as the sample of this study.The selected types of WeChat Official Accounts are those:Culture,Emotion,LOHAS,Current Affairs,Health,Education,Entertainment,and Fashion.It explores the placement characteristics,the type of products,WeChat Official Accounts and the characteristic of articles in WeChat that may influence the effect of advertising.This study encodes eight types of WeChat Official Accounts,which include 400 WeChat articles.The study shows that there is a certain degree of correlation between the type of WeChat Official Accounts,its article characteristics,such as the article's location,mode of article appeal,the narrative of article,and the type of products placed in the articles.It also suggested that the characteristic of WeChat articles is relevant to the proportion of the audience's comments on advertising;the placement characteristics of those product placement in WeChat articles include the diversity of placement modality,placement prominence,consistency,and interaction,which have a positive impact on the proportion of the audience's comments on advertising.The impact of interaction on the effects of product placement is also depending on the rewards and stimuli which provide by the interactive process.When there are material rewards during the interactive process,the proportion of the audience's comments on advertising is relatively higher.In addition,there is a certain correlation between the type of products and the advertising information cues,the richness of advertising information clues has a positive impact on the proportion of the audience's comments on advertising.There is a certain correlation between the characteristic of articles in the WeChat official Accounts and placement characteristics,the correlation also appears in the characteristic of products and placement characteristics.Finally,the study's research results,contributions,limitation and research prospects are discussed,and some marketing suggestions are put forward for the product placement in WeChat Official Accounts articles.