Empirical Research On Social Media News Feeds Advertising

With the rapid growth of smartphone and mobile network technology,social media has become an increasingly inseparable part of people’s daily life.Combined with the current social reality,WeChat has become the top of China’s social media with its large number of active users and high daily use frequency.Social media’s ability to connect products or services with users efficiently has also attracted many advertisers.Social media has provide new channels for advertising.Social advertising is a double-edged sword.It has many advantages:(1)social advertising can utilize a large amount of user information stored in social media to accurately locate target users;(2)bring great economic benefits to social media;(3)for advertisers,social advertising also greatly reduces the cost of publicity,which can help enterprises complete better resource allocation.At the same time,social advertising also has lots of negative effects which can not be ignored:to the user,too much commercial information on social media may interfere with the searching for the social information.And advertising as interference with the goal of using social media is interrupted,then resulting in resistance,such as perceived goals impede or advertising irritation.Such negative emotions do harm to:(1)platform,advertising intrusiveness will reduce the satisfaction of users using the platform,in the long run it will affect the development of the social media platform;(2)advertisers,because of advertising cause negative emotions of users that advertising efficiency is poor;(3)users,a large number of advertisements will destroy the browsing experience,and users will avoid advertisements in various ways.How to reduce the negative impact of advertising is an important topic in the research field.Due to many reasons such as technology development or platform characteristics,previous studies are limited to:(1)advertising intrusiveness of past research mainly is about the traditional advertising;(2)the reduction of advertising intrusiveness should take full account of the platform features it pushed,but the unique platform features of social media platforms are rarely considered in previous studies.Through a lot of literature review this paper found that there is a research gab,and hope to take the characteristics of social media platforms into fully consideration and to combine with social advertising unique communication mechanism.This paper uses the interactive advertising model for reference and mainly adopts the cognitive processes theory and priming effect theory to construct our theoretical model.By this model,this paper elaborates that users’ cognition of advertising can be influenced by adding anthropomorphic cues to advertising.Anthropomorphic cues can activate users’social motivation,enabling users to regard advertising as social actors,so as to perceive less advertising intrusiveness.And this paper proposes a moderator of this process:social exclusion.Social exclusion can enhance the effect of anthropomorphic cues on social advertising intrusiveness reduction.When a user in the psychological state of social exclusion,they will more positive understanding anthropomorphic cues,and more likely to take anthropomorphic advertising as a social objects,then perceived less advertising intrusiveness.This paper’s research method is laboratory experiment.And that users perceived advertisement intrusiveness mainly through the two constructs of perceived goal impediment and advertising irritation.The 2*2 laboratory experiment were conducted and collected 120 subjects’ valid information.By SPSS and SmartPLS2.0,the data were analyzed in detail and the following are the main conclusions Attaching anthropomorphic cues to social advertising can make social advertising showed stronger sociability,which consists with the social media platform environment,meets the needs of the user who use social media for social information,thereby reducing the user perceived goal impediment.Anthropomorphic cues in social advertising can meet users’ expectations for the use of social media,and reduce the irritation caused by the advertising which interrupting the social information flow.The psychological state of social exclusion will enable users to search and understand social information more actively,so as to positively affect the decreasing effect of anthropomorphic cues on social advertising.The main innovation of this paper are:(1)Compared with previous studies,this paper takes the characteristics of social advertising into full consideration.(2)Compared with previous studies on improving the efficiency of advertising,this study starts from the perspective of reducing the negative impact of advertising,and the research perspective is more novel.The three points above is our contributions,nevertheless,this paper also has some disadvantages:first of all,limited by the experimental condition and operation difficulty,this study is to the maximum extent to ensure the pictures in control group and experimental group,with no other differences except for anthropomorphic cues.Further,eye tracker can be used to make more accurate analysis by ensuring that the two different group of pictures will no longer attract different users’ attention.Secondly,anthropomorphic cues are just one of many advertising cues.And is necessary to explore whether other kinds of cues can reduce the negative impact of social advertising.