微信中H5广告的传播效果研究

发布时间：2017-12-26 17:17

本文关键词：微信中H5广告的传播效果研究　出处：《辽宁大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网技术的发展,网民更倾向于用手机上网。4G网络、智能终端、微信及其他即时通讯设备和社交应用的普及,使用户的行为、媒介使用习惯也发生了变化。去年国家提出并推进“互联网+”行动计划,互联网已经影响到整体社会的发展。各行各业开始借助互联网营销,微信作为移动互联网的必然产物,凭借自身优势,已成为大多数人生活的一部分,微信营销已成为最受欢迎的营销推广方式。本文首次将H5技术与广告、社交进行综合研究,得出“广告+社交”是移动互联网时代较为有效的广告增长方式的结论。对近两年微信中热门的H5广告进行分类研究,并通过问卷调查和数据分析对用户行为特征和H5作品的传播效果进行分析。对于微信中的H5广告这种传播行为,本文用传播学、广告学、社会学、经济学等理论对H5广告的丰富内涵进行了分析,透过对社群应用中人际互动的研究,对H5广告及未来移动互联网广告的发展方向提供借鉴。
[Abstract]:With the development of mobile Internet technology, Internet users are more inclined to use the mobile phone. The popularity of 4G networks, intelligent terminals, WeChat and other instant messaging devices and social applications has changed users' behavior and media usage habits. Last year, China put forward and promote the "Internet plus" action plan, the Internet has affected the development of the whole society. All walks of life began to rely on Internet marketing. WeChat, as an inevitable product of mobile Internet, has become a part of most people's life by virtue of its own advantages. WeChat marketing has become the most popular way of marketing promotion. In this paper, H5 technology and advertising and social interaction are studied for the first time. It is concluded that "advertising + social interaction" is a more effective advertising growth mode in the mobile Internet era. In the past two years, WeChat's popular H5 advertisements were classified, and the user behavior characteristics and the propagation effect of H5 works were analyzed through questionnaires and data analysis. For the WeChat H5 advertising communication behavior, enrich the connotation of the communication, advertising, sociology, economics and the theory of H5 ads are analyzed, through the research on interpersonal interaction community in the application of H5 ads and the future mobile Internet advertising development to provide reference.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206;F713.8

【参考文献】