Research On The Influence Of Social Media Advertising Brand Image And Narrator On Consumers’ Advertising Attitude

As an important means of effective advertising communication,the performance strategy of advertising is a key issue worthy of discussion in the development of advertising marketing.As an effective content marketing carrier for enterprises facing the consumer market,advertising has the dual functions of information presentation and interactive communication.It is not only the key factor to induce consumers’ attention and participation and arouse consumers’ positive attitude,but also an important means for the success of product marketing.In the era of social media,as a new form of online media advertising,social media advertising has the advantages of rich social scenes,wide reach of users,deep user participation and high delivery accuracy,information communication advantages and commercial value.Social media platform has become an important promoter and new delivery channel in the advertising industry.At present,when advertisers launch external advertising,first,they begin to deeply expand the types of interpersonal language communication and express differentiated brand images with the help of different narrators,so as to better dialogue and interaction with consumers.Second,they will use big data technology to determine the target population for launch and carry out personalized recommendation and marketing for different types of consumers.However,in theory,there is no sufficient response to how the interaction between brand image and narrator in social media advertising affects consumers and the function boundary.This paper selects the brand image in social media advertising as the content presentation,the narrator as the interactive expression,and the self-monitoring as the target group.It studies the matching and processing fluency between the brand image and the narrator,as well as the internal mechanism between consumers’ advertising attitudes.Based on the previous achievements of social media advertising,narrator,brand image,processing fluency and self-monitoring,as well as the research of processing fluency theory and communication adaptation theory,this study assumes that there is an interaction between brand image and narrator in social media advertising,which is mediated by processing fluency and regulated by consumers’ Self-monitoring.In this paper,three experimental designs are used to verify the hypothesis.Experiment 1 shows that the third narrator(vs the first narrator)can stimulate more positive consumer advertising attitudes towards social media advertising that shows the ability brand image by constructing the virtual brand "m camera";For social media ads that show a warm brand image,the first narrator(vs.the third narrator)can stimulate more positive consumer advertising attitudes.Experiment 2 changed the virtual brand "n milk" and used different stimuli to confirm that processing fluency plays an intermediary role in the interaction between brand image and narrator on consumers’ advertising attitude,that is,for social media advertising showing ability brand image,the third narrator(vs the first narrator)can lead to higher processing fluency,and then lead to more positive consumers’ advertising attitude;For social media ads that show a warm brand image,the first narrator(vs.the third narrator)can lead to higher processing fluency,which in turn leads to a more positive consumer advertising attitude.Self monitoring refers to an individual’s ability to manage self observation,self-control and self-expression through external situational clues.It is an important variable to measure and predict consumer behavior(becherer and Richard,1978).Experiment 3 mainly considered the boundary condition of consumer self-monitoring to improve the research framework.It was found that for high self-monitoring individuals(vs low self-monitoring individuals),the interaction between the first narrator and warm brand image had a more significant impact on consumers’ positive advertising attitude.For high self-monitoring individuals(vs low self-monitoring individuals),the interaction between the third narrator and the ability brand image has a more significant impact on consumers’positive advertising attitude.In terms of theoretical contribution,this paper reveals the interaction effect,internal mechanism and function boundary between brand image and narrator in social media advertising,expands the research of narrator from the field of linguistics to the field of consumer behavior,and enriches the theoretical research boundary of narrator to a certain extent.In terms of advertising practice,this paper also provides some enlightenment for enterprises’ accurate digital marketing(especially in terms of social media advertising content strategy).On the one hand,advertisers show differentiated brand image with different narrative methods,stimulate personalized characteristics such as "warmth" or "ability",trigger consumers to participate in interaction in social media and form a positive advertising attitude;On the other hand,we can also identify high self monitors through market segmentation and big data analysis,so as to realize the precise marketing of social media advertising.