Reseach On The Influencing Factors Of User's Response To Social Media News Feed Advertisments

In the era of mobile internet,social media provides people with more convenient channels for their daily communication,information obtaining,and knowledge sharing.Social media has constituted an indispensable part in people's daily life.With the popularization of social media,social media marketing has drawn scholars' research interests.According to the statistics,among the Fortune 500 companies there are about 83% that have built close connection with their customers through social media.Since traditional marketing channels(e.g.,TV,email),which are based on demographic variables,have been changed into social media marketing that uses social network to target,advertising media is going through huge innovation.Social media advertising can be defined as a new advertising form that includes the social context in which the audience is.In this study,we choose the research direction based on the former literature and Chinses social media context.The seven-point Likert scale is used to measure advertisement characteristics,user's attitude toward news feeds advertisement,and the behavior intention of We Chat user.We collect 372 validate questionnaires through online data collection platform,but only 286 questionnaires are used in the empirical analysis part.Then statistical software packages SPSS 17.0 and Smart PLS 2.0 are used to conduct empirical analysis.The reliability and validity of the measurements are all within the required criterion.According to the empirical test results,self-presentation can meditate the relationship between user's attitude and intention to interact with news feeds advertisements,that is to say,the higher user's self-presentation is,the more possible that he/she will take part into the interaction.Moreover,the entertainment and self-brand congruity of news feeds advertisements can positively influence We Chat user's attitude at the statistically significant level.Compared with entertainment and self-brand congruity,informativeness and invasiveness has no significant impact on user's attitude.At last,combining our empirical results with the conclusions of former studies,we have the discussion part on the statistical results.The theoretical contributions,practical inspirations,and future research directions are also stated in the last chapter.