Research On The Influencing Factors Of Big Data Diffusion In Advertising Companies

In recent years,with the changing media environment,the new advertising marketing model supported by big data is becoming more and more popular with advertisers.The application of big data in advertising has gradually become a new driving force for the future development of advertising companies,which makes advertising companies renew their vitality in the fierce market competition.Therefore,in order to better promote the spread of big data in advertising companies and provide theoretical reference for advertising companies to adopt big data more scientifically and rationally,the author from the perspective of innovation diffusion studies the factors that influence the spread of big data in advertising companies,and the specific situation of advertising companies using big data as the main research issue.In the course of the research,the author takes Rogers' innovation diffusion theory as the theoretical basis of this paper,uses literature analysis and comparative research methods to analyze the application of big data in advertising companies,the application of innovation diffusion theory and the influencing factors of big data diffusion in advertising companies,and then constructs the research model of this paper,and puts forward relevant research hypothesis.Then,we use the questionnaire survey method to conduct market research and obtain 502 valid questionnaires.With the help of SPSS17.0 statistical analysis software,we analyze the influencing factors of large data diffusion in advertising companies from different dimensions and the adoption of advertising companies.The research finds that the diffusion of big data in Guangzhou companies is influenced by many objective factors,such as the shortage of technical talents related to big data and the small amount of data owned by advertising companies;the adopters of advertising companies have a low awareness of big data;the cognitive attributes of innovation have a great influence on adopters' behavior;and the diffusion of big data in advertising companies basically conforms to the expansion of innovation.The law of dispersion.Finally,the author revises the research model based on innovation diffusion theory,and puts forward reasonable suggestions to further promote the diffusion of big data in advertising companies.