基于互动性的微博广告效果研究

发布时间：2018-04-02 15:20

  本文选题：微博　切入点：互动　出处：《武汉大学》2012年博士论文

【摘要】：微博,即微博客(Microblog)的简称,是一个基于用户关系的信息分享、传播以及获取平台,用户可以通过Web、Wap以及各种客户端组建个人社区,以140字左右的文字更新信息,并实现即时分享。 微博是第一个在web2.0架构上把手机和网络紧密连接在一起的创新,是集IM、BBS, SNS社区某些特征于一体的产品形态。它在持续互动、多层面互动和“用户生产内容”等方面的突出特点,吸引了海量的活跃用户,这一方面体现出微博平台的社交价值,一方面也为微博商业化的成功增添了砝码。目前,国内各微博运营商于2012年4月,已先后启动商业化进程,推出包括广告、会员收费、游戏分成等商业化手段。微博在短时间内创造了一系列的数字传奇,但对于微博广告这一萌芽产业来说,面临的生存压力也很突出。同时,由于微博是相对新型的应用,目前关于微博广告效果的研究非常有限。 基于此,本文试图研究的问题主要为：1、以互动为切入点,剖析微博广告的互动传播机制。2、通过实证研究,对微博广告传播效果的关键影响因素进行分析。 本文共分六章。引言相对独立,主要阐述研究背景、目的与意义、研究思路与方法、文献综述。拟通过该部分,综述互动研究、微博广告研究、网络广告效果研究的成果及不足。第一章是基于互动性的广告内涵改变,对广告内涵的改变及其背景进行深入分析。第二章是微博广告的互动性分析,主要运用传播学、营销学理论,对微博互动传播机制、微博广告互动营销的特点、形式、问题进行分析。第三章是微博广告效果影响因素分析,根据已有理论成果和研究对象特点,归纳微博广告效果的关键影响因素,并提出理论假设。第四章是微博广告传播效果的实证分析,主要运用SPSS16.0分别对各影响因素进行描述分析、方差分析和回归分析,确定对微博广告效果具有显著影响的关键因素,并对理论假设进行检验。第五章是结论及展望。本文在得出用户对虚拟品牌社区营销满意度更高的结论基础上,对微博广告营销提出建议,并指出本研究的不足及未来研究方向。
[Abstract]:Weibo, the acronym for Weibo Microblog, is a platform for information sharing, dissemination and access based on user relationships. Users can form individual communities through WebWap and various clients, updating information with about 140 words of text.And realize instant sharing.Weibo is the first innovation to connect mobile phone and network closely on web2.0 architecture. It is a product form that integrates some features of SNS community.Its outstanding characteristics in continuous interaction, multi-level interaction and "user production content" have attracted a large number of active users, which embodies the social value of Weibo platform and adds weight to the success of the commercialization of Weibo on the one hand.At present, the domestic Weibo operators in April 2012, has started the process of commercialization, including advertising, membership fees, game sharing and other commercial means.Weibo created a series of digital legends in a short period of time.At the same time, due to Weibo is a relatively new application, the current research on the effectiveness of Weibo advertising is very limited.Based on this, this paper tries to study the problem of "1: 1", taking interaction as the starting point, analyzes Weibo's interactive communication mechanism. Through empirical research, the paper analyzes the key factors that affect the effect of the advertising communication of Weibo.This paper is divided into six chapters.The introduction is relatively independent, mainly expounds the research background, purpose and significance, research ideas and methods, literature review.Through this part, the author summarizes the achievements and shortcomings of interactive research, Weibo advertising research and network advertising effect research.The first chapter is based on interactive advertising connotation change, the change of advertising connotation and its background in-depth analysis.The second chapter is the interactive analysis of Weibo advertising, mainly using the theory of communication and marketing, to analyze the characteristics, forms and problems of Weibo interactive marketing mechanism.The third chapter is the analysis of the influencing factors of Weibo's advertising effect. According to the existing theoretical results and the characteristics of the object of study, the paper concludes the key factors of the advertising effect of Weibo, and puts forward the theoretical hypothesis.The fourth chapter is the empirical analysis of Weibo advertising effect, mainly using SPSS16.0 to describe and analyze the influencing factors, variance analysis and regression analysis to determine the key factors that have significant influence on the advertising effect of Weibo.The theoretical hypothesis is tested.The fifth chapter is the conclusion and prospect.Based on the conclusion that the users are more satisfied with the virtual brand community marketing, this paper puts forward some suggestions to Weibo's advertising marketing, and points out the deficiency of this study and the future research direction.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F713.8;F49

【参考文献】

中国期刊全文数据库 前10条

1 陈倩;;微博广告发展现状与传播效果分析[J];产业与科技论坛;2012年02期

2 杨晓茹;;传播学视域中的微博研究[J];当代传播;2010年02期

3 张金海;刘琴;;逆向广告的理论阐释与实践解读[J];广告大观(理论版);2010年06期

4 张金海;黎明;;国家经济发展战略与中国广告产业发展[J];广告大观(理论版);2011年03期

5 舒咏平;广告互动传播的实现[J];国际新闻界;2004年05期

6 王菲;;媒介融合中广告形态的变化[J];国际新闻界;2007年09期

7 中国人民大学舆论研究所《植入式广告研究》课题组;喻国明;丁汉青;王菲;李彪;;植入式广告:研究框架、规制构建与效果评测[J];国际新闻界;2011年04期

8 王欣;;新浪:依托双平台整合微产业链[J];中国广告;2012年02期

9 喻国明;欧亚;张佰明;王斌;;微博:从嵌套性机制到盈利模式——兼谈Twitter最受欢迎的十大应用[J];青年记者;2010年21期

10 黄升民;杨雪睿;;碎片化背景下的分众传播与新媒体发展[J];市场观察;2006年05期

中国博士学位论文全文数据库 前1条

1 周象贤;受众卷入的作用机制及其与广告诉求方式的匹配[D];华南师范大学;2007年

，

本文编号：1700988