社交媒体广告效果的影响机制研究：基于网络关系强度与受众人格特质的分析

With the rapid development of social media, huge business value has been revealed in social media advertising. Although numbers of researchers have started to engage in social media advertising research, there are still limitations in the literature, leaving us some research gaps. In this project, we attempt to discuss how consumers, as stronger “we media”, participate in influencing the effectiveness of social media advertising based on the philosophy of value co-creation, and to analyze its mechanism according to social capital theory. Specifically speaking, this project mainly includes three parts: (1) discussing the influence of network tie strength between advertising source and receiver on social media advertising effectiveness; (2) examining the mediation effect of bridging social capital and bonding social capital between network tie strength and social media advertising effectiveness; (3) investigating the moderating effect of audience personality traits, including psychological traits and behavioral traits, between network tie strength and social media advertising effectiveness. Applying research methods of quasi-experiment, longitudinal study, and text mining, we are going to test our research hypotheses empirically. Theoretically speaking, this project could help enrich the research in social media advertising and provide new research perspectives. Through this project, we can also help marketers better understand consumer behavior in the social media context, thus facilitating effective decisions regarding integrated marketing communication in social media.

伴随社交媒体的迅速发展，社交媒体广告展现出了巨大商业价值。尽管众多学者开始从事社交媒体广告研究，但相关研究尚处起步阶段，存在一定局限。本项目针对研究缺口，基于价值共创理念，探讨作为日渐强大的“自媒体”，消费者如何参与影响社交媒体广告传播的效果，并结合社会资本理论，分析其内在作用机制。具体研究内容包括：（1）探讨广告信息传播者与受众间的网络关系强度对社交媒体广告传播效果的影响；（2）检验桥接型社会资本和粘结型社会资本在网络关系强度与社交媒体广告效果间的中介作用；（3）从心理和行为两个层面考察受众人格特质在网络关系强度与社交媒体广告效果间的调节作用。本项目拟采用准实验研究、追踪研究和文本挖掘等方法，从理论上加强社交媒体广告研究的深度，研究结论将有助于营销人员更好地理解社交媒体上的消费者心理与行为，为企业进行更有效的社交媒体整合营销传播决策提供智力支持。

随着社交媒体的快速发展，深入理解广告等信息在社交媒体平台上的传播过程、传播效果及其作用机制，有助于企业更有效地进行社交媒体相关的营销决策。本项目首先从消费者视角出发，聚焦于广告信息在社交媒体平台的传播过程，重点关注参与社交媒体广告信息传播的不同主体，探讨他们之间的关系以及他们各自的相关特征对社交媒体广告效果的影响，并基于社会资本理论，分析其背后的作用机制。通过对新浪微博和小红书两大社交媒体平台上的数据进行深度分析，本项目主要得到以下结论：（1）广告信息接收者与传播者之间的网络关系强度对社交媒体广告效果影响显著。与单向关联相比，通过双向关联传播的社交媒体广告效果更好。（2）社会资本在网络关系强度和社交媒体广告效果之间起中介作用。一方面，网络关系强度通过桥接型社会资本的中介作用影响广告信息接收者的感知广告价值；另一方面，网络关系强度通过粘结型社会资本的中介作用影响广告信息接收者的广告态度、产品态度和品牌态度。（3）广告信息传播者和接收者的人格特质、双方在人格特质方面的匹配程度均调节网络关系强度对社交媒体广告效果的影响。此外，本项目还进一步分析了通过社交媒体平台传播的企业社会责任、品牌危机等企业相关信息对投资者和消费者产生的影响及其作用机制。项目的研究结论有助于企业管理者更好地理解社交媒体上的消费者心理与行为，并将为企业的社交媒体决策提供智力支持。