Research On The Factors Affecting Traffic Migration Of Native Advertising

With the development of big data technology and mobile network technology,the advertising industry has ushered in its own spring.New Internet advertising has begun to enter everyone's field of vision,and the most dazzling of many Internet advertisements belongs to native advertisements.Native advertising is a new type of advertising in which the advertising format and content are embedded in the media platform and does not disturb the user experience.It was introduced into the academic world by the industry in 2013.However,the current academic research on native advertising focuses on the connotation,characteristics,attributes and modes of communication.There is a shallow and wide trend,and there are few in-depth studies on native ads.In response to the above problems,this paper decided to explore the factors affecting the traffic migration of native ads.Firstly,this study summarizes the factors that led to the migration of native ads by emphasizing embedded value,value,accuracy,and interactivity as the independent variables,and then using user cognition and emotion as the independent analysis.The mediation variable is finally used as the dependent variable by the traffic performance indicator traffic migration.The full text uses user emotion and cognitive theory,combined with the S-O-R theoretical framework,to explore the embeddedness,value,accuracy and interactivity of native advertising,and the impact on user perception,user sentiment and traffic migration.The study found that(1)the four factors of embedded advertising,value,accuracy and interactivity of the original advertisement have different positive effects on user emotion and user cognition.(2)The three characteristics of value,accuracy and interactivity other than embedding have different degrees of promotion on traffic migration.(3)User cognition and user sentiment have a mediating role in the impact of value,accuracy and interactivity to traffic migration.On this basis,this paper puts forward some suggestions for advertising practitioners from the empirical conclusions:(1)Embeddedness is a major feature of native advertising.Practitioners should “adapt to local conditions” according to the characteristics of the media platform when making original advertisements;(2)The embeddedness of native advertising only weakens the noise in the process of advertising.In order to truly impress consumers,advertising practitioners should pay more attention to advertising content,audience market,and interaction with audiences.(3)When designing native advertisements In addition to integrating the various factors of native advertising,we must also focus on a theme to create a local advertising atmosphere with a fixed theme,to provide customers with high-quality cognitive and emotional feelings.