Research On Influencing Factors Of Social Media News Feed Ads' Effect

Advertising effectiveness is a topic of concern to business owners,media platforms and researchers.Due to the rise of social networks,for marketing management,it is unique characteristics and advantages for business owners engaged in marketing management to post news feed advertisements on social media platforms in the era of web 2.0.Improving advertising effect plays an important role in reconciling the relationship between business owners,social media platforms and users.In the process of collating the published materials of the existing literature and the Internet,the author finds that there is not much research on the new type of advertisements.Most of the articles mainly introduce its development and characteristics,and lack of in-depth academic research.For social media news feed advertising,it is "integrated" into social media in the form of natural information that people browse.The content is based on the accurate pushing of big data,providing users with valuable information and weakening the trace of advertisements.It Is the most promising new type of advertising at present.This paper firstly studies the concepts,characteristics and development related to news feed advertisements on social media,pointing out the difference between social media news feed ads and the others.Moreover,the research results with advertising effect measurement,influencing factors of other Internet advertising effect and news feed advertising on social media are sorted out.Then the paper summarized conceptual model of the influencing factors of social Media news feed ads effect as well as proposed the research model of this paper.The measurement of advertising effect can be considered from three dimensions of cognition,emotion and purchase intention.The factors that affect the advertising effect are considered from the attributes of the media,advertising and audience,including media well-known degree,advertising vividness,advertising frequency,advertising sociability,audience privacy concerns,and social media dependence.Based on this,the paper will validate the influencing factor model proposed in this study through the method of questionnaire survey and constructing structural equation model,which is concluded that the vividness of advertising,the frequency of advertising and the sociability of advertising have a positive impact on advertising effectiveness,and the degree of social media dependence has a negative impact on advertising effectiveness.while the media well-known degree and audience privacy concerns have no impact on advertising effectiveness.The conclusion shows that the personalized news feed advertisements and the "not disturbing" push mode currently received by social media users,which gives them a very good experience.Compared with other types of advertising,business owners do not have to pay too much attention to the popularity of the social media platform where the news feed advertising is put on.Users of social media platforms ignore privacy risks because of high quality information services.The factors related to the news feed advertisements itself on the social media platform itself are even more important.The emergence of social media news feed ads will make users who rely on social media feel that their intent is impaired when landing on the social media platform and generate aversion emotionFinally,according to the results of this study,the paper puts forward five suggestions that how to improve the marketing strategy by news feeds advertising for business owners and social media platforms.Firstly,business owners should be good at tapping the value of "niche" social media users.Secondly,increase the frequency of advertisements appropriately.Thirdly,make full use of multimedia means to enrich the expression of advertisements for improving the ability to grasp the attention of users in an instant.Fourthly,in terms of designing advertising content,it is necessary to highlight the sociability of advertising.Fifthly,according to the different degree of dependence of users on social media,business should carry out the differentiated delivery of advertising.