内容匹配度和品牌熟悉度对原生广告效果影响的实证研究

发布时间：2018-02-14 05:22

本文关键词： 品牌熟悉度内容匹配度原生广告效果　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：原生广告概念从2012年被提出,就成为了热门的营销话题。大数据环境下,广告投放商、媒介与受众之间的关系在发生变化,提出了更高的要求对于媒体获利与受众体验的双重考虑,原生广告则是迎合这一时代要求的产物。基于“内容即广告”,与媒介环境高度融合,与受众心理无限贴近等特点,原生广告越来越受到青睐,被称为互联网广告营销变革的前锋。在当今移动互联网时代,在人们的生活交流中社交软件起到了起到了重要的平台作用。随着互联网时代的发展,投放在移动互联网媒体上的广告越来越引起重视。以微信、微博为代表的社交媒体正处于快速发展阶段。在微信上推广告广告越来越受欢迎,使得媒体投放商投入越来越多的关注。在这样的形势下,因此原生广告效果如何成为广告商及媒体关注的重点问题。在学术界,对传统广告效果及网络广告效果已有众多学者进行研究。对于原生广告效果及测量模式,广告传播媒介的整合,尤其是新兴的移动端原生广告效果等方面研究还几乎处于空白状态。因此本文将微信公众号这一平台,以其中含有原生广告的文章作为研究对象,通过实证研究来进一步探讨原生广告。原生广告与以往广告形式有所差异。那么,品牌熟悉度对传统广告效果的影响理论,对于原生广告是否仍然适用?受众对原生广告有着怎样的认知体验?原生广告特有的内容匹配对广告效果有着怎样的影响?笔者从受众认知及情感层面出发,在前人关于广告效果相关研究的基础上,探讨品牌熟悉度、内容匹配度分别对原生广告效果造成了怎样的影响。研究发现,品牌熟悉度高的情况下,内容匹配度与广告效果在统计学意义上不存在显著相关,品牌熟悉度低的情况下,内容匹配度与广告态度在统计学意义上存在显著负相关,而与广告认知、品牌认知、品牌态度并无显著相关。在此结论基础上,笔者提出若干实践建议。
[Abstract]:Since 2012, the concept of native advertising has become a hot topic of marketing. In big data's environment, the relationship between advertising providers, media and audiences is changing. This paper puts forward higher requirements for the dual consideration of media profit and audience experience. Native advertising is the product of meeting the requirements of this era. Based on the characteristics of "content is advertising", highly integrated with the media environment, and infinitely close to the audience's psychology, etc. Native advertising is becoming more and more popular and is known as the vanguard of Internet advertising marketing. In today's mobile Internet era, social software has played an important role as a platform in people's life and communication. More and more attention has been paid to the ads placed on the mobile Internet media. Social media, represented by WeChat and Weibo, is in a rapid development stage. Pushing ads on WeChat is becoming more and more popular. It makes the media investors pay more and more attention to it. In such a situation, therefore, the primary advertising effect becomes a key issue for advertisers and the media. In the academic world, The traditional advertising effect and the network advertising effect have been studied by many scholars. For the original advertising effect and measurement mode, the integration of advertising media, Especially, the research on the effect of the new mobile advertising is almost blank. Therefore, this paper takes the article containing native advertisement as the object of study on the platform of WeChat Official account. Through the empirical study to further explore the original advertising. There are differences between the original advertising and the previous advertising form. Then, the influence of brand familiarity on the effect of traditional advertising theory, for the original advertising is still applicable? What kind of cognitive experience does the audience have to the native advertisement? How does the matching of native advertising content affect the advertising effect? On the basis of the previous researches on advertising effect, the author discusses how brand familiarity and content matching influence the original advertising effect from the perspective of audience cognition and emotion. In the case of high brand familiarity, there is no significant correlation between the content matching degree and the advertising effect, but in the case of low brand familiarity, there is a significant negative correlation between the content matching degree and the advertising attitude. However, there is no significant correlation with advertising cognition, brand cognition and brand attitude. On the basis of this conclusion, the author puts forward some practical suggestions.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

【相似文献】