Research On The Sharing Intention For Mixed Emotional Advertising In Convergence Media

As the convergence media platform covers a large number of users,more and more businesses hope to use algorithms to gain insight into users' personal characteristics,accurately place emotional advertisements,arouse users' emotional resonance,stimulate their sharing behavior,and expand brand influence.In the era of information explosion,people's attention is getting more and more distracted,and their choices are more diverse.Advertising is one of the important sources of income for news.How to make ads capture people's attention in fragmented information and expand advertising coverage through forwarding and sharing has become a problem that advertisers have to think about.At present,emotional marketing has become an important means for integrated media platforms to compete for the attention of the audience.For example,Thai advertisements that play the "emotional card" out of the circle are sought after by a large number of Internet users.Among them,mixed emotion advertising has become a common form of advertising on fusion media platforms in recent years.Mixed emotions refer to the emotional experience in which positive emotions and negative emotions coexist.Cross-cultural research shows that mixed emotions are more common in China.So,do different users have different attitudes and behaviors when facing mixed emotion ads? As a personal trait,the sense of power exists in all aspects of life and has an important influence on people's emotions,attitudes,and behaviors.Therefore,this article starts from the user's personal traits—the sense of power,and studies the persuasive effect of mixed emotional advertising in converged media.Based on the information processing theory in communication science,this article explores the influence of users' sense of power on mixed emotion advertising attitudes and willingness to share and its internal mechanism.This article proposes that users with different powers have different negative feelings when facing mixed emotion advertisements,and their attitudes are different and their willingness to share is also different.Time distance plays a moderating role here.A total of three studies were used to verify the hypothesis.In addition,in order to be more in line with the characteristics of advertising in the converged media,three advertising forms,text,pictures,and video,were selected as experimental stimuli.Study 1 used a long-term power perception × 2(advertising type: single emotion vs.mixed emotion)inter-group design,with a total of 110 participants,to explore the influence of power on mixed emotion advertising attitudes and willingness to share.The experimental stimulus is a text-based mixed emotion advertisement.The results show that,compared with users with low power,users with high power have better attitudes and greater willingness to share when facing mixed emotion advertisements.Study 2 used an inter-group experiment of 2(sense of power: high vs.low)× 2(advertising type: single emotion vs.mixed emotion),with a total of 248 participants to test the mediating effect of enhancing negative feelings.The difference from Study One is that Study 2 uses the contextual priming method to stimulate the participants' sense of power.The experimental stimulus is a picture-based mixed emotion advertisement.The results show that:(1)Compared with low-power users,high-power users have better attitudes and greater willingness to share when facing mixed emotion advertisements.(2)Strengthen negative feelings and play an intermediary role.Study 3 adopts the component design of long-term power × mixed emotion advertisement × time distance(long time distance vs.short time distance),with a total of 160 participants,to explore the regulating effect of time distance.The experimental stimulus is a video-based mixed emotion advertisement.The results show that:(1)When the time is close,the attitude and willingness to share of mixed emotion advertisements of high-power users decrease.(2)When the time distance is long,the attitude and willingness to share of mixed emotion advertisements of low-power users increase.The research conclusion enriches the research literature of mixed emotion advertising,expands the research situation of power sense,and reveals the boundary conditions that affect mixed emotion advertising attitude and willingness to share.In the field of practice,it provides an effective theoretical reference for advertisers to personalize and push advertisements for users with different characteristics.