Research On Short Video Native Advertising Communication Effect Based On User Perspective

With the popularity of the Internet and the use of intelligent mobile terminals,in the era of digital media,information has been greatly enriched,and the propagation speed has been greatly improved.With the help of the Internet,the audience can actively choose information,release and disseminate information,and change from the passive audience to the active user.The concept of native advertising was first proposed in foreign countries and applied in web pages and client platforms to help advertisers find more creative and novel advertising forms and realize the accurate touch and promotion of advertising content.However,native advertising forms including short video native advertising are still not popular in China,and the industry knows little about it.In the digital era,consumers are turning from offline entities to online virtual platforms.Platforms label consumers according to different attributes such as gender,hobbies and occupations.Short video platforms have become the main battlefield of brand marketing strategy.With the help of Internet data distribution,short video platform has developed rapidly,and user stickiness and activity have reached a higher level.Therefore,the communication effect of short video native advertising can not be measured only from the rigid indicators such as brand influence and reputation,but also from the user's feelings and behavior.The full text is divided into three parts.The first part introduces the research content and research methods of this paper,summarizes and analyzes the production and development of short video native advertising,the research status and research results at home and abroad,and introduces the relevant theoretical support;the second part is the investigation and analysis part of the article,which uses SPSS software to describe the collected samples In the third part,through the analysis of the communication effect of short video native advertising,marketing suggestions are put forward from the aspects of user's cognition,attitude and behavior.Through the combination of quantitative and qualitative research,the author verifies the hypotheses in this paper,and finds some shortcomings in the content production and distribution of short video native advertising.Based on the user level,the author puts forward some suggestions on the advertising marketing,hoping to bring some enlightenment to the development and practice of short video native advertising in China.