原生广告真的行之有效吗——影响原生广告效果的因素述评
Does Native Advertising Really Work-A Review of Factors Affecting Native Advertising Effectiveness
王君 1刘益1
作者信息
摘要
原生广告作为品牌在数字化时代营销传播沟通方式的新宠,在各大新媒体平台中应用广泛,带动了原生广告的深入探讨及研究.然而,已有的针对原生广告的研究存在概念不统一、研究体系分散、广告效果结论不一致等问题,阻碍了原生广告研究的进一步发展.本文结合文献研究法,基于传播过程的"5W模式",厘清了原生广告的概念及类型,归纳分析了既有研究中原生广告效果的影响因素,并勾勒出既有的研究轮廓,提出了未来的研究方向,以期为该领域今后的理论研究和管理实践奠定基础和提供思路.
Abstract
Native advertising,as the new darling of brand marketing communication in the digital age,is widely used in major new media platforms,driving in-depth discussion and research on native advertising.However,the existing research on native advertising has problems such as inconsistent concepts,scattered research systems,and inconsistent conclusions on ad-vertising effectiveness,which hinder the further development of native advertising research.Combined with the literature re-search methods,and based on the"5W model"of the communication process,this paper clarifies the concept and types of native advertising,summarizes and analyzes the influencing factors of native advertising effectiveness in existing research,out-lines the existing research outline,and discusses future research directions,in order to provide a foundation and ideas for fu-ture theoretical research and corporate practice in this field.
关键词
原生广告/广告效果/概念基础/影响因素Key words
native advertising/advertising effectiveness/conceptual basis/influencing factors引用本文复制引用
基金项目
国家自然科学基金重点项目(71832008)
出版年
2024
NETL
NSTL
万方数据