微信朋友圈信息流广告的互动模式研究
发布时间：2018-10-13 10:42
【摘要】：现代企业动辄花费数百万经费在电视、广播、报纸等传统媒体上投放广告,这些渠道确实大大地增加了企业与受众接触的机会,但是成本昂贵,且存在一个亟待解决的问题——由上而下的单向传播过程很难让广告主了解受众真正的需求,且大部分广告投放的精准度不够,受众到达率不高。传统广告在一定程度上慢慢衰退的同时,广告行业迎来了一颗冉冉升起的新星,那便是社交媒体广告。它的出现改变了传统广告甚至是传统网络广告的交互性差和单向传播等性质,为广告主和受众提供了一个可反馈可沟通的信息交换渠道。信息流广告作为社交媒体广告的一大分支,不仅具有互动性、双向传播等特点,更与众不同的是,它的形式新颖,广告内容穿插在用户阅读的原生资讯中,具有一种“润物细无声”的效果。另外,信息流广告是通过用户的个性化专属标签来实现精准投放,避免了大面积传播的资源浪费又可覆盖重点目标受众。微信以庞大的用户基数和逐渐完善的社交模式在社交平台中占据了一席之地,可以算是国内即时通讯系统的一匹领头羊,2015年,信息流广告在微信朋友圈,根据广告主的需求,在细分用户特征的基础上实现差异化推送。因为良好的用户体验和低打扰性,得到了广大用户的热烈回应。本文以微信为研究基础,以朋友圈信息流广告为研究目标进行了其互动模式的研究。如今,移动互联网瞬息万变,发展突飞猛进,各个产品既要保持市场竞争力同时又要保障用户体验,在这样的前提下,微信获得进一步的发展,朋友圈信息流广告看起来是一步用心良苦的险棋。如何周密而慎重地对待微信朋友圈信息流广告,在保证广告主的既得利益的同时为受众提供良好的用户体验,取得三方关系的制衡点,关键在于充分地了解信息流广告的传播过程及其互动模式。笔者通过对国外众多学者的研究结果分析,从内容和渠道两个方面出发,为其构建了不同的互动模式。内容互动模式是用户在收到信息流广告的基础上加以点赞、发表评论、通过超链接查看广告详情,这是信息流广告中广告主与受众之间的互动关系。值得一提的是,受众之间也存在着复杂的联系,受众会观察他人与广告主之间互动以此来决定自己是否参与其中。信息流广告的传播也存在多个平台和渠道的信息交换,广告主通过竞标等形式获取到用户的专属标签和受众的信息,通过投放平台将广告内容发布至用户终端即微信朋友圈以供用户浏览。三个平台相互作用,才能保证广告的精准投放和个性化传播。这不止要求社交平台与现代互联网技术创新结合,还要求广告主多角度挖掘与用户沟通的契合点,才能使信息流广告的传播效果最大化。本文的最终目的是探讨互动模式中的影响因子,并对其提出建议,旨在给社交平台和广告主献计献策。
[Abstract]:Modern enterprises spend millions of dollars on advertising on traditional media such as television, radio, newspapers, etc. These channels really greatly increase the opportunities for enterprises to reach out to their audiences, but they are expensive. And there is a problem to be solved urgently-the one-way communication process from top to bottom is very difficult for advertisers to understand the real needs of the audience, and most of the advertising delivery accuracy is not enough, the audience arrival rate is not high. At the same time that traditional advertising is slowly declining, a rising star in the advertising industry is social media advertising. Its appearance has changed the nature of the traditional advertisement and even the traditional network advertisement, such as poor interaction and one-way communication, which provides a feedback and communication information exchange channel for advertisers and audiences. As a major branch of social media advertising, information flow advertising not only has the characteristics of interactive and two-way communication, but also has a novel form. The advertising content is interspersed in the native information read by users. Has a kind of "moisten everything silently" the effect. In addition, information flow advertising is to achieve accurate delivery through the user's personalized label, which can avoid the waste of resources and cover the key target audience. WeChat, with a huge user base and a growing social model, has a place in the social platform, and it can be regarded as a leader in the domestic instant messaging system. In 2015, information stream ads were in the WeChat network of friends, according to the needs of advertisers. On the basis of subdividing user characteristics, differential push is realized. As a result of good user experience and low disturbance, the majority of users have received a warm response. On the basis of WeChat, this paper studies the interactive model of information flow advertising in the circle of friends. Today, the mobile Internet is rapidly changing and developing by leaps and bounds. Under this premise, WeChat has gained further development. Network of friends information flow advertising seems to be a good idea of dangerous chess. How to deal with the information flow advertisement of WeChat's circle of friends carefully and prudently, while ensuring the vested interests of advertisers, at the same time providing the audience with a good user experience, and obtaining the checks and balances of the tripartite relationship, The key is to fully understand the communication process of information flow advertising and its interactive mode. By analyzing the research results of many foreign scholars, the author constructs different interactive models for them from two aspects: content and channel. The interactive mode of content is that the user likes and comments on the basis of receiving the information stream advertisement, and views the details of the advertisement through hyperlink, which is the interaction between the advertiser and the audience in the information flow advertisement. It is worth mentioning that there are also complex relationships between the audience, who will observe the interaction between others and advertisers to determine whether they are involved or not. There are also multiple platforms and channels for information exchange in the dissemination of information flow advertising. Advertisers obtain the information of users' exclusive labels and audience by way of competitive bidding. Through the launch platform, the advertising content will be published to the user terminal, WeChat friends circle for users to browse. The interaction of the three platforms can guarantee the accurate delivery and individualized dissemination of advertisements. This not only requires the combination of social platform and modern Internet technology innovation, but also requires advertisers to explore the common point of communication with users from different angles, so as to maximize the communication effect of information flow advertising. The ultimate purpose of this paper is to explore the influencing factors in the interaction model and to give some suggestions to the social platform and advertisers.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G206
[Abstract]:Modern enterprises spend millions of dollars on advertising on traditional media such as television, radio, newspapers, etc. These channels really greatly increase the opportunities for enterprises to reach out to their audiences, but they are expensive. And there is a problem to be solved urgently-the one-way communication process from top to bottom is very difficult for advertisers to understand the real needs of the audience, and most of the advertising delivery accuracy is not enough, the audience arrival rate is not high. At the same time that traditional advertising is slowly declining, a rising star in the advertising industry is social media advertising. Its appearance has changed the nature of the traditional advertisement and even the traditional network advertisement, such as poor interaction and one-way communication, which provides a feedback and communication information exchange channel for advertisers and audiences. As a major branch of social media advertising, information flow advertising not only has the characteristics of interactive and two-way communication, but also has a novel form. The advertising content is interspersed in the native information read by users. Has a kind of "moisten everything silently" the effect. In addition, information flow advertising is to achieve accurate delivery through the user's personalized label, which can avoid the waste of resources and cover the key target audience. WeChat, with a huge user base and a growing social model, has a place in the social platform, and it can be regarded as a leader in the domestic instant messaging system. In 2015, information stream ads were in the WeChat network of friends, according to the needs of advertisers. On the basis of subdividing user characteristics, differential push is realized. As a result of good user experience and low disturbance, the majority of users have received a warm response. On the basis of WeChat, this paper studies the interactive model of information flow advertising in the circle of friends. Today, the mobile Internet is rapidly changing and developing by leaps and bounds. Under this premise, WeChat has gained further development. Network of friends information flow advertising seems to be a good idea of dangerous chess. How to deal with the information flow advertisement of WeChat's circle of friends carefully and prudently, while ensuring the vested interests of advertisers, at the same time providing the audience with a good user experience, and obtaining the checks and balances of the tripartite relationship, The key is to fully understand the communication process of information flow advertising and its interactive mode. By analyzing the research results of many foreign scholars, the author constructs different interactive models for them from two aspects: content and channel. The interactive mode of content is that the user likes and comments on the basis of receiving the information stream advertisement, and views the details of the advertisement through hyperlink, which is the interaction between the advertiser and the audience in the information flow advertisement. It is worth mentioning that there are also complex relationships between the audience, who will observe the interaction between others and advertisers to determine whether they are involved or not. There are also multiple platforms and channels for information exchange in the dissemination of information flow advertising. Advertisers obtain the information of users' exclusive labels and audience by way of competitive bidding. Through the launch platform, the advertising content will be published to the user terminal, WeChat friends circle for users to browse. The interaction of the three platforms can guarantee the accurate delivery and individualized dissemination of advertisements. This not only requires the combination of social platform and modern Internet technology innovation, but also requires advertisers to explore the common point of communication with users from different angles, so as to maximize the communication effect of information flow advertising. The ultimate purpose of this paper is to explore the influencing factors in the interaction model and to give some suggestions to the social platform and advertisers.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G206
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