An Empirical Study On The Communication Effect Of Wechat Circle Of Friends In Real Estate Advertising

In the era of mobile Internet,the huge user group of wechat has brought considerable economic value and economic potential.Wechat friends push advertising has become a common phenomenon.Among them,the real estate advertisement in the circle of friends is quite representative.The real estate advertisement presents the characteristics of exquisite design,diverse creativity,high push frequency and homogeneity,which is also related to the real estate marketing company's "all staff marketing" mode,which mobilizes all staff to swipe the real estate advertisement frequently in the circle of wechat friends.However,whether this behavior is conducive to sales and what kind of reaction of wechat users is unknown.In this context,this study chooses wechat,the most frequently used social media,from the psychological level of users,and takes "people" research as the center,through empirical analysis to study the influencing factors of advertising effect.At the same time,a small number of samples are selected for in-depth interviews,and the cases and data are used to discuss and confirm the research conclusions.Through the combination of quantitative and qualitative methods,developers and advertising companies can have a better reference in the future wechat circle of friends advertising.After literature review,this study focuses on the characteristics of circle of friends and advertising,and takes these as two basic references to study the effect of circle of friends real estate advertising.Based on the theoretical basis of UTAUT model and combined with the characteristics of real estate advertising in the circle of friends,this study selects six independent variables as advertising frequency,advertising performance,performance expectation,community influence,advertising reward and perceived risk.The dependent variables are advertising acceptance,user participation and user purchase intention.Then,eight hypotheses are put forward and verified by questionnaire survey and data analysis.After data analysis and in-depth interviews,it is found that advertising performance has the most obvious impact on advertising effect,followed by advertising frequency,and advertising reward has the least impact on research effect.This study shows that the content and form of advertising are the most important things for users.Secondly,the phenomenon of advertising screen brushing has caused users' disgust.Users have no strong demand for the material rewards brought by advertising.When the circle of friends attribute is used as the measurement factor,it is found that users are most significantly affected by the performance expectation and community of advertising.It shows that specific users have expectations for advertising,and the circle of friends real estate advertising can meet the information needs of users to a certain extent.In addition,the circle of friends real estate advertising also has the attribute of social networking,gathering circles.What has no significant impact on advertising effect is perceived risk,which proves users' trust in wechat platform.Based on the above research,this paper gives three practical suggestions:1;2.The content of advertisement should be creative as well as topic;3.In terms of community interaction,the relationship between advertisers and users is transformed into the relationship between friends.