Research On Influencing Factors Of Feeds Advertising Avoidance On Short Video Social Platforms

The rapid development of mobile Internet and the growing fragmentation of consumer habits spawned a short video of this new social media platform,which has gradually developed and matured in the last decade and entered the stage of realization and transformation.Short video social platform feeds advertising is also favored by virtue of its strong fragmentation and high immersion,becoming an emerging form of feeds advertising and will be further developed with the help of 5G in the future.However,even in this case,users will also have avoidance response to short video social platform feeds advertising,and the factors affecting this avoidance response have not been specifically studied.Therefore,this study takes short video social platform feeds advertising as the study object and establishes a theoretical model of short video social platforms feeds advertising avoidance with advertising interference,privacy concern,ad-context congruity and accuracy as independent variables,emotion as mediating variable,three kinds of avoidance as dependent variables.In this study,297 valid questionnaires are collected through the form of online distribution and preliminary processing and empirical analysis of data are carried out using SPSS statistics software.Then hypothesis testing is carried out through correlation analysis,linear regression analysis and Bootstrap method.The results show that advertising interference and privacy concern have significant positive effects on three kinds of avoidance,ad-context congruity and accuracy have significant negative effects on cognitive avoidance;emotion has significant mediating effects on the independent variables of advertising interference,privacy invasion,ad-context congruity,accuracy and three kinds of advertising avoidance responses,but some of them are complete mediating effects,and some of them are partial mediating effects.Finally,this study proposes targeted strategies for advertisers,brands and short video social platforms from the perspective of reducing advertising avoidance.For advertisers,first,they should make good use of the characteristics of short videos to enrich advertising content and enhance advertising performance;second,they should grasp the product characteristics and target consumers' characteristics,targeted to determine the performance of the tone of advertising;third,they should strengthen the emotional expression of feeds advertising,mobilize the positive emotions of users,and trigger the emotional resonance of users.For brands,first,they should establish a good brand image,improve the quality of products or services;second,they should carry out market segmentation and accurately locate target consumers;third,they should choose a professional advertising service provider.For short video social platforms,first,recommendation algorithms should be further optimized to improve the accuracy of feeds advertising;second,they should pay attention to the protection of user privacy;third,they should strengthen the feeds advertising audit,strictly control the number and quality of the platform feeds advertising;finally,they should provide long-term feedback mechanism to users.