复杂的用户:社交媒体用户参与广告行为研究

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国际新闻界 ›› 2016, Vol. 38 ›› Issue (10) : 111-127.

广告传播研究

倪宁，中国人民大学新闻学院教授、博士生导师、中国人民大学新闻与社会发展研究中心研究员。徐智，中国人民大学新闻学院博士研究生。电邮地址：xuzhi_phd@ruc.edu.cn。杨莉明，北京大学新闻与传播学院博士研究生。电邮地址：lmyang@pku.edu.cn

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Complicated Users: A Research of Users’ Participation Behavior in Social Media Advertising

NI Ning, professor at the School of Journalism and Communication, Renmin University of China. XU Zhi is a PhD student at the School of Journalism and Communication, Renmin University of China. Email:xuzhi_phd@ruc.edu.cn YANG Liming is a PhD student at the School of Journalism and Communication, Peking University. Email:lmyang@pku.edu.cn

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摘要

与传统媒体的广告形式不同，社交媒体中许多广告形式正在追求用户更多的参与和互动，但对用户参与和互动情况的衡量往往只体现在点击率等简单的指标上。本文的研究表明，用户在微信朋友圈信息流的广告参与互动中兼具了主动性和被动性，甚至交叉出现在同一个样本中。用户会对社交媒体的广告平台进行创造性的使用，会积极主动地参与奢侈品广告，也会对广告文本进行“吐槽”形成自己的狂欢；同时，他们也会表现出惰性、沉默和无视,甚至出现意识和行为不一致的情况。

Abstract

Other than traditional media, advertising in social media is pursuing users’ participation and interaction which are mostly presented in simple index like CTR. Taking WeChat moment in-feed advertising as an example, the research finds that users are both initiative and passive through advertising participation. Users creatively make use of social media in-feed ads, favor and more than likely involve in luxury brand ads, also enjoy their own “carnival”. Though meanwhile, they are also slothful, silent and even turn a blind eye on ads. Consciousness and behavior may be occasionally inconsistent.

导出引用

倪宁徐智杨莉明. 复杂的用户:社交媒体用户参与广告行为研究[J]. 国际新闻界. 2016, 38(10): 111-127

NI Ning, XU Zhi, YANG Liming. Complicated Users: A Research of Users’ Participation Behavior in Social Media Advertising[J]. Chinese Journal of Journalism & Communication. 2016, 38(10): 111-127