社交媒体信息流广告呈现策略对广告绩效的影响研究

基于社交媒体信息流广告在实践中的重要性以及以往研究的局限性，本项目站在品牌和广告商角度，以广告情境理论为理论背景，以社交媒体信息流广告的差异化特征为三个研究问题递进展开的逻辑主线，运用实验室实验、二手数据分析等研究方法，探究社交媒体信息流广告呈现策略在何种情境下影响消费者广告态度、品牌态度和购买行为。研究一探究社交媒体信息流广告的原生性在何时通过提高感知流畅性和降低感知操纵，进而提高广告绩效；研究二探究广告投放内容如何与消费者动态场景、产品和广告特征相匹配进而提高广告绩效，探究投放频率在何时通过提高消费者兴趣和降低侵扰进而提高广告绩效；研究三探究广告的互动者规模在何时通过满足消费者社会归属需求或独特性需求，从而提升广告绩效。本项目的研究将为社交媒体信息流广告研究提供新的理论洞察，为企业实现广告绩效的提升提供直接的参考和指导。

Based on the popularity of social media in-feed native advertising in practice and the limitations of previous studies, this project focuses on the impact of social media in-feed native advertising on advertising performance from the brand’s and the advertiser’s perspectives. Based on advertising context theory, taking the unique characteristics of social media in-feed native advertising as the storyline, this project uses laboratory experiments and secondary data analysis methods to explore how social media in-feed native advertising presentation strategies affect consumers’ attitude toward advertising, brand attitude and purchasing behavior. Study 1 explores when the congruency of social media in-feed native advertising can improve advertising performance by increasing perceptual fluency and reducing perceptual manipulation. Study 2 explores how advertising content matches with consumer dynamic contexts and advertising features to improve advertising and brand performance; We also explore when advertising frequency improves advertising performance by increasing consumer interest and reducing consumer annoyance. Study 3 explores when the scale of advertising interactors can improve advertising performance by meeting the needs of social belonging or uniqueness. The research of this project will provide new theoretical insight for social media in-feed native advertising communication, and provide direct reference and guidance for practitioners to improve advertising performance.