摘要
与传统媒体的广告形式不同,社交媒体中许多广告形式正在追求用户更多的参与和互动,但对用户参与和互动情况的衡量往往只体现在点击率等简单的指标上。本文的研究表明,用户在微信朋友圈信息流的广告参与互动中兼具了主动性和被动性,甚至交叉出现在同一个样本中。用户会对社交媒体的广告平台进行创造性的使用,会积极主动地参与奢侈品广告,也会对广告文本进行"吐槽"形成自己的狂欢;同时,他们也会表现出惰性、沉默和无视,甚至出现意识和行为不一致的情况。
Other than traditional media, advertising in social media is pursuing users＇ participation and interaction which are mostly presented in simple index like CTR. Taking WeChat moment in-feed advertising as an example, the research finds that users are both initiative and passive through advertising participation. Users creatively make use of social media in-feed ads, favor and more than likely involve in luxury brand ads, also enjoy their own ＂carnival＂. Though meanwhile, they are also slothful, silent and even turn a blind eye on ads. Consciousness and behavior may beoccasionally inconsistent.
作者
倪宁
徐智
杨莉明
NI Ning XU Zhi YANG Liming
出处
《国际新闻界》
CSSCI
北大核心
2016年第10期111-127,共17页
Chinese Journal of Journalism & Communication
关键词
社交媒体
广告参与
用户
主动性
被动性
social media, advertising participation, user, activity, passivity
