The Study On Advertising Communication Effect Of Wechat Business On Wechat Circle Of Friends

With the rapid development of social software such as weibo and WeChat,social e-commerce is on the rise.The huge user resources of WeChat contain important economic potential and value.In this context,wechat business industry is booming.Pushing various types of commodity advertisements in WeChat friend circle is the most important way for wechat business to promote products.However,the effect of wechat business advertisement is unsatisfactory.Frequent refresh wechat business advertisement does not stimulate more consumption behavior.Based on this,this paper takes WeChat wechat business advertising in the circle of friends as the research object,based on the perspective of communication theory from three aspects: cognition,attitude and action analysis wechat business advertising communication effect,and combines the advertisement publishers,advertising push model,the form of advertising,propaganda techniques and audience characteristics of five elements build a conceptual model,put forward and cognition,attitude and action level communication effect of related hypothesis.Based on the questionnaire data,the model was verified with the methods of variance analysis,correlation analysis and multiple regression analysis,in order to explore the factors affecting the advertising communication effect of WeChat and wechat business,and to provide feasible countermeasures and Suggestions for improving the advertising communication effect of wechat business.Empirical analysis shows that:In the aspect of communication effect cognition,the familiarity and trust degree of wechat business and the number of push will positively influence the recognition degree of wechat business advertisement.At the same time,the advertising form of hunger marketing,rational appeal method and fear appeal method will also improve the communication effect of advertising cognition.On the aspect of communication effect attitude,text plus video advertising form,reasonable push time,rational appeal publicity skills will positively affect the attitude towards wechat business advertising;However,third-person advertising can be annoying to the audience.Education level also has a significant negative impact on the communication effect of wechat business advertising attitude.In the behavioral level of communication effect,text plus video,small video and hard advertising form will positively influence the behavioral level of wechat business advertising communication effect.The promotion skills of wechat business' s trust,rational appeal will also enhance the communication effect at the behavioral level.However,the third-personadvertising form,age and education level will have a negative impact on the communication effect at the level of wechat business advertising behavior.