Research On User Acceptance Of Wechat Circle Of Friends Brand Interactive Advertising

In the era of mobile internet,with the popularization of new intelligent terminals,social software has gradually become an important platform for advertising presentation.We Chat,a social application derived from instant messaging,not only drives the transformation of acquaintances’ social data,but also explores new business opportunities in the advertising field.The openness,interactivity,and sociality of We Chat’s friend circle have weakened the boundaries between communicators and recipients,providing a new way for advertising communication,and becoming a popular advertising carrier.The We Chat friend circle established based on real social relationships promotes brand interactive advertising with strong interactivity,setting a benchmark for the development of domestic brand interactive advertising business.However,in the era of the information explosion,user attention is constantly being distracted,ordinary advertising content is difficult to attract user interest,and the impression left by brand interactive advertising to users is gradually fragmented.To this end,if the brand wants to break the deadlock,seize the minds of users,and attract users’ attention,it needs to further explore the specific factors that affect the acceptance of We Chat Friend Circle brand interactive advertising users,and take effective measures to address the problem.The purpose of this study is to clearly present the acceptance of We Chat users for the interactive advertising of the circle of friends brand,using the UTAUT model to analyze the relevant factors that affect the acceptance of the interactive advertising of the circle of friends brand.Based on the characteristics of the research object in this article,while retaining the four core variables of performance expectations,effort expectations,social impact,and contributing factors in the original model,adding three variables: advertising content creativity,accurate push,and perceived risk,and with the combining the two indicators of user use intention and behavior,a research model for user acceptance of We Chat Friend Circle brand interactive advertising was constructed,and relevant assumptions were proposed based on the model.Through a questionnaire survey,SPSS 26.0 and AMOS 26.0 were used to screen,clean,and analyze the sample data.Based on the data analysis results,path testing and hypothesis verification were conducted on the user acceptance model of We Chat Friend Circle brand interactive advertising.The empirical results of this study indicate that social impact,precise placement,advertising content creativity,and contributing factors have significant effects on user willingness to use;Performance expectations,effort expectations,and perceived risk have no significant impact on user willingness to use;User willingness to use has a significant impact on user behavior;Facilitation factors have a significant impact on willingness to use,but have no significant impact on use behavior.Based on the research results,four strategies are proposed to optimize advertising delivery: Create emotional resonance in the form of brand plus users in the brand community;Combine creativity and interest in advertising content to create synergy;Adding tags to the advertising form using algorithms for data manipulation;Achieve a reasonable layout,highlighting products and characteristics.