Research On The Phenomenon Of Social Media Advertising Communication Under The "Circle" Culture

Enjoying a long history,“Circle” culture is a stable social phenomenon with the development of the times.As the data economy of “circle” is gaining momentum,advertising information frequently pops up in the circle of friends and group chats of social media.It is worthwhile to explore whether such a phenomenon contaminates the “circle” as a social environment.Introducing “circle” culture into the study of advertising will shed new light on advertising marketing,and plays a crucial role in improving the utilization rate of social media advertising and optimizing the environment of social media network.Revolving around “circle” culture,this paper discusses the phenomenon of“circle”,its fundamental structure and strong-weak relations,interactions of “circle”and the development of the “circle” platform,and also sheds light on cultural characteristics of the digitalized evolution of “circle” from reality to virtuality,and then to social media platform.By observing the content classification and cultural features of social media advertisements,this paper reveals the influence of “circle” on the operation mechanism,rendering of cultural characteristics and communication mode of social media advertisements.It is found that under the influence of “circles”,social media advertisements present a series of circle-based communication characteristics,such as stratified cultural attributes,emotional poaching behavior,and increasing value embodiment.In light of “circle” culture,this paper sums up the operation mode of social media advertising.Based on communication stages,this paper constructs five influencing factors of “circle” as independent variables,in an effort to verify “circle” culture’s informational influence,trusting influence,relational influence,normative influence and participatory influence on social media advertising,as well as makes relevant hypotheses.The DAGMAR model is applied to construct dependent variables of advertising communication effect in view of four levels:cognition,comprehension,trust and action.Six dimensions are constructed by independent variables and dependent variables,and six hypotheses are verified by questionnaire survey and data analysis of survey results.On that basis,this paper explicitly discloses specific influencing factors of “circle” on social media advertising.On this basis,this paper argues that “circle” culture can positively facilitate the accurate communication of social media advertisements.Be that as it may,social media “circle” advertisements have cognitive limitations,emotional bias and the possibility of breaking the social environment due to the properties of “circle”,which requires enterprises,the public and platforms to actively and correctly offer guidance.