Research On Native Advertising Communication Of Sina Weibo Mobile

The development of Internet technology has spawned new changes in the advertising industry,and various forms of advertising are in full swing.The original advertisement originated from the United States is welcomed by brand owners and users with the characteristics of“de-scoring,user experience first”.Subsequently,the original advertisement entered the social media field and formed its own mature communication mode.This new form of advertising communication has also attracted extensive attention from the academic community and the industry.As an early social media platform for exploring native ads,Sina Weibo has been improving its promotion model of native ads in recent years.The thesis takes the dissemination of native advertisements in the mobile terminal of Sina Weibo as the research subject,analyzes the background of its original communication,and combines the theory to summarize the general communication mode,providing some reference for the development of social media native advertising.The combination of Sina Weibo mobile and native advertising is influenced by the current social context.The development of social media is strong,and the mobile has become the trend of the times.At the same time,the social attributes of social media determine its wide user base,and the appeal of advertisers changes.To pursue higher conversion rates for advertising.In this social context,native advertising came into being and relied on social media platforms to develop and improve.The huge user base owned by Sina Weibo is the foundation,and the high conversion rate of native ads is a prerequisite.Therefore,the original advertisement with the help of Sina Weibo as a carrier is an inevitable choice to achieve a win-win situation.The application forms of native adsin Sina Weibo mobile are mainly divided into four categories,native shared ads,native embedded ads,native navigation ads and native search ads.These four types of native ads have their own forms of communication.The communication modes of native navigation advertisements,native search advertisements and native share advertisements have general attributes,based on the characteristics of the three kinds of native advertisements in Sina Weibo,combined with "use and satisfaction" and "Defler interaction".The theory of communication mode,the paper summarizes the two main modes of communication:“user-active” and “user-sharing” in the original Sina Weibo,and analyzes the characteristics and defects of the existing model under the SICAS model.Finally,aiming at the shortcomings and defects in the communication mode,it proposes optimization suggestions from the three stages of user brand perception,interest formation and purchase decision,and tries to provide some reference for its future development.The thesis starts from the disciplines of communication and marketing,and conducts in-depth research on the spread of the original advertisement of Sina Weibo mobile terminal.Analyze the background of Sina Weibo and native advertisements,as well as the characteristics and manifestations of native advertisements in Sina Weibo.Summarize the typical main communication modes,summarize the shortcomings and propose targeted optimization suggestions.The paper uses literature research method,case analysis method and comparative research method.On the basis of summarizing the original research results of scholars,the paper makes the article more powerful.