抖音短视频原生广告透明度对广告效果的影响研究
On the Impact of the Transparency of Short Video Native Advertisements on Advertisement Effectiveness in Douyin
廖秉宜 1梁瑄轩2
作者信息
- 1. 武汉大学媒体发展研究中心,湖北武汉 430072;武汉大学新闻与传播学院,湖北武汉 430072
- 2. 武汉大学新闻与传播学院,湖北武汉 430072
- 折叠
摘要
研究原生广告透明度与广告效果的关系对于指导原生广告实践具有重要价值.本文以抖音短视频原生广告为研究对象,分析了透明度对广告效果的影响,以及受众感知信任、品牌熟悉度和不同动机的感知一致性在其中发挥的作用.研究发现,高透明度对广告效果的提升有显著正向影响,感知信任发挥中介作用.同时,品牌熟悉度正向调节了原生广告透明度对感知信任的作用效果;感知一致性在满足不同动机时有不同的调节效应.
Abstract
Exploring the relationship between transparency and advertising effectiveness in native advertising holds significant value for guiding native advertising practice.This study,taking Douyin short video native ads as the research subject,investigates the impact of transparency on advertising effectiveness,as well as the roles played by audience-perceived trust,brand familiarity,and perceived congruence under different motivations.The research found that high transparency significantly positively influences advertising effectiveness,with perceived trust playing a mediating role.Simultaneously,brand familiarity positively moderates the effect of native advertising transparency on perceived trust;perceived congruence has varying moderating effects when satisfying different motivations.
关键词
原生广告/短视频广告/广告透明度/广告效果/广告效果Key words
native advertising/shortvideo advertisement/advertising transparency/advertising effectivenss引用本文复制引用
出版年
2024
NETL
NSTL
万方数据