The Effect Of Perceived Media Value On Personalized Advertising Behavior

The rapid development of digital technologies such as big data,cloud computing,and artificial intelligence has brought about huge industrial changes in all walks of life,including the marketing and advertising industries.The traditional popular and unified communication mode has been replaced by a differentiated and precise mode,and personalized advertising has entered people’s field of vision.Thanks to the demographic information obtained by the platform and the online behavior data of users,social media provides a more fertile ground for the development of personalized advertising,so it is also highly regarded by advertisers and marketers.Existing researches related to personalized advertising mainly focus on personalized advertising itself,such as perceived advertising usefulness,perceived advertising intrusiveness and other factors on advertising effect,but ignore the important role of media context in it.For consumers,as the carrier of advertising information,can the emotional connection between social media and the platform enable them to form a more positive advertising attitude and generate a higher willingness to click on advertising?What is the formation mechanism of the attachment between users and the platform?Does this affect user behavioral intentions for personalized ads? This study focuses on the impact of social media as a "media context" in users’ personalized advertising responses.The research is based on the theoretical perspective of Cognitive-Affect-Conation(CAC),combined with attachment theory,through questionnaires and in-depth interviews,to explore how cognitive factors including perceived media value and perceived trust affect users’ attachment to the platform.How attachment affect users’ behavioral willingness to personalize advertisements in social media contexts.Through the distribution of electronic questionnaires,the study collected a total of330 valid samples for data analysis during the formal investigation phase.Model structure analysis using SPSS and AMOS shows that users’ perceived media value positively affects their perceived trust and attachment to the platform.Among them,perceived trust partially mediates the impact of perceived media value on platform attachment.In terms of how platform attachment affects the willingness to personalize advertising behaviors,the study found that attachment does not directly affect the willingness to use advertisements,but plays a positive role in the way of advertising attitudes as a single mediator.That is to say,users’ attachment to social media platforms has a positive impact on their willingness to use advertisements by improving their attitudes towards personalized advertisements on social media.The study further recruited 15 interviewees for in-depth interviews and found that perceived media value was the main driver for users to develop platform attachment.If the platform no longer able to provide them with the media value they need,they will still decisively give up and migrate to other social media platforms.Regarding the relationship between platform attachment and the willingness to conduct personalized advertising,the respondents indicated that their attitude towards personalized advertising will be affected by their attachment emotions.For the media platform they are attached to,they will form a more positive attitude towards advertising,and then have a more positive attitude towards advertising.At the same time,they will also have a stronger intention to click on personalized ads.In addition,in the context of social media usage,users’ motivation to use different platforms and perceived media value will also have an important impact on the results of personalized advertising behavior.The research focuses on the advertising situation,and based on the theoretical framework of "Cognitive-Affect-Conation",a mechanism model of the effect of attachment emotion on the results of personalized advertising behavior is constructed.For the previous research,too much attention was paid to the role of personalized advertising itself,while ignoring the media.The impact of context on advertising outcomes is complemented by enriching the research perspective.Based on the research conclusions,reasonable suggestions are put forward for relevant actors: Social media service providers should focus on the optimization and iteration of platform functions,and strengthen the attachment relationship with users through accurate insights into user’s needs and the continuous improvement of their product value.Only in this way they can enhance user’s stickiness and loyalty,and then achieve their own sustainable development in the fiercely competitive Internet environment.For advertisers and marketers,when formulating personalized advertising strategies,they should pay attention to the important influence of social media platforms as a media context,and comprehensively consider users’ attachment feelings and their value perceptions of the platform.Only in this way they can improve the user’s advertising attitude and willingness to use advertising,thus improving the return on investment and achieving a win-win situation.