"Need" And "Violation":Research On Marketing-Generated Information Involvement In The Context Of In-Feed Advertising

Compared with traditional media a advertising,in-feed advertising on social media platforms has three obvious advantages: immediacy,accuracy and interactivity.However,these social platforms were originally designed for social purposes.The main purpose of users engaging in social networks is to meet their social needs.Marketer-generated information that cannot convey social communication and lack of communication efficiency is regarded as noise that interferes with social network consensus and motivates users’ moral judgment.At the same time,as an invasion of personal social space,in-feed advertising will make users subject to varying degrees of control threats.Which may cause users to resist and reject,thereby affecting their involvement.This paper mainly explores how social "needs" and social "violations" affect users’ involvement in marketing-generated content in the context of In-Feed Advertising,and how control threats play a moderating role.The study take the in-feed advertising of Wechat friend circle as research situation.Through three major research sections and four small research sections content to expand.First,we evaluate the influence of presentation needs and relational needs on user involvement in general,and explore the mediating role of violation of shared language to verify the basic research structure of the model.Second,this study focuses on the social value of information and violation of shared language.The experiment verifies the specific impact of these two factors on user involvement,and explores the moderating effect of control threats.Finally,behavioral experiments are used to explore the impact level of user involvement and the influence on user involvement behavior,focusing on violation of shared language.The effects of social value and social value on different involvement dimensions,namely cognitive involvement and affective involvement,and the effects of control threats and different involvement stimuli(cognitive appeals/affective appeals)on user involvement behavior.Based on the research results,this study draws the following conclusions:1.Social needs include presentation need and relationship need.Both needs will have a positive impact on user involvement,and the impact of relationship needs is more significant.Violation of shared language mediates between relationship need and user involvement,but this effect is not significant between presentation need and user involvement.2.In the case of high control threat,the second-order interaction of social value ×violation of shared language is significant.For advertising content with high social value,the degree of violation of shared language has no significant impact on user involvement.However,for content with low social value,low violation of shared language can make users better involved.In the case of low control threat,the second-order interaction of social value × violation of shared language is not significant,and there is only main effect.3.No matter whether cognitive involvement or affective involvement are mediating variables,there is no moderated mediating effect.Indicating that violation of shared language has no significant impact on the mediating effect of cognitive involvement and affective involvement,which means the mediating effect is stable.4.When the control threat is low,there is no significant difference in the positive effects of cognitive appeal stimulus and affective appeal stimulus on user involvement.While when the threat of control is high,both stimuluses will be weakened in promoting the user’s involvement behavior.However,the positive impact of the cognitive appeal stimulus on the user’s involvement behavior will be significantly higher than that of the emotional appeal stimulus.It shows that in the case of high control threat,the user’s central pathway will play a more stable and important role in promoting involvement behavior.While the peripheral pathway is more easily affected by the degree of control threat.Finally,from the perspectives of enterprise marketers and platforms,the research puts forward suggestions on the presentation of in-feed advertising information.And expounds the deficiencies in the research,looking forward to the future research directions.