How To Improve The Effectiveness Of Feed Advertising: Study On The Matching Effect Between Information Flow Content And Advertising

As a new form of advertising in Internet advertising,feed advertising is developing rapidly.Because of its original and accurate delivery characteristics based on big data matching,it has been widely used in social media,news information,short video and other applications and brings a lot of revenue to media platforms and advertisers.How to improve the effectiveness of the feed advertising is a common concern of the enterprises and the advertisers.At present,the researches on the feed advertising mostly focus on the characteristics of advertisements such as presentation mode,expression mode and creative material,while ignoring the influence of the consistency between the content of the information flow and the content of the advertisement itself,and some situational factors.Therefore,this study selects the feed advertising in the Toutiao news application as the research object.Based on the regulatory focus theory,this study aims to explore the psychological mechanism behind the behavior of consumers receiving and reading information of feed advertising,and extract the marketing incentives that can be manipulated and utilized by enterprises to help enterprises and advertisers optimize the effectiveness of feed advertising.Through four field experiments,the conclusions show that when the information flow content matches the advertising title,the effect of the feed advertising can be effectively improved.Specifically,the advertising using the gain-framed title is more persuasive when the information content is positive,whereas the advertising using the loss-framed title is more persuasive when the information content is negative.In addition,when the consumer is in a situation with high time pressure or close space distance,the matching effect between the information content and the advertising title is more significant for improving the advertising effect.