| In recent years,with the high-speed development of mobile Internet,network advertising market got rapid development in China,among them,news feed ads has been developing rapidly in many types of mobile advertising,its market scale expands rapidly,and We Chat Moments news feed ads by virtue of the plateau nature,interaction and other characteristics,has been favored by advertisers,it is worth the academic community to carry out in-depth research on it.In the past,most studies explored the influence of advertising itself,platform attributes and other factors on the advertising effect of We Chat Moments news feed.Researches on the characteristics of "social information" in We Chat Moments news feed are rare,and there is little attention paid to the interaction between different characteristics.Due to social influence,social information generated by We Chat friends at the bottom of thumb up and comments in the news feed ads of friends will affect the reaction of other users.Therefore,on the basis of previous studies,this study attempted to take Elaboration Likelihood Model as the theoretical model basis,and adopted the experimental method to form an intergroup design of 2 groups,at the same time,taking college students as the target group,this paper discusses the influence of social information on the advertising cognition,advertising attitude and purchase intention of We Chat Moments news feed ads,and takes personal relevance and brand familiarity as two moderating variables,so as to explore the interaction effect among the three.The results show that,first,social information has a positive impact on the news feed advertising cognition,advertising attitude and buying intention of We Chat Moments;secondly,when the personal relevance is lower,We Chat Moments news feed ads with social information have better advertising cognition and advertising attitude than those without social information;finally,social information,personal relevance and brand familiarity have significant interactive effects on the attitude of We Chat Moments news feed ads;when brand familiarity is low andpersonal relevance is low,social information has a significant impact on advertising attitude of news feed.Thus,thumb up,positive comments and other social information can effectively improve the news feed advertising effect of We Chat moments,especially in the case of low brand familiarity,low personal relevance,social information has a greater impact.Therefore,advertisers should strengthen the active interaction with We Chat users;for new brands or unknown brands,the choice of interactive We Chat Moments news feed ads to a certain extent to improve the advertising effect;for the We Chat platform,the interactive index should also be considered into the news feed ads effect evaluation index. |
PDF Full Text Request