Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising

The Influence of Ads Appeal, Information Contributor and Type on Advertising Effect on Social Network Service

Author CuiZuo
Tutor RaoPeiLun
School Tsinghua University
Course Management Science and Engineering
Keywords Social networking ads Advertisement appeal Advertisementinformation contributor Ads type Group influence
CLC F713.8
Type Master's thesis
Year 2011
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The content and type of social networking advertisement will influence theadvertising effect greatly. Besides, culture factors are also an important issue to beconsidered. However, there are few studies on these factors’ effect on socialnetworking advertising effect. This research investigated the influences ofadvertisement appeal methods, advertisement information contributor, culturedifference and advertisement type on social networking advertising effect and users’involvement intention.Three empirical studies were conducted to test five hypotheses concerning (1)influence of cultural difference on reference group’s effect on individual’s purchasingactivity;(2) influences of advertisement appeal methods, advertisement informationcontributor, culture differences on user involvement intention and advertising effect,including attitude towards ads, attitude towards brand and purchase intention; and (3)influence of social networking ads types on users’ involvement intention andadvertising effect, including ads free recall, ads recognition, attitude towards ads,attitude towards brand and purchase intention.The main findings are:(1) both Chinese and American reference group has asignificant influence on individual’s purchase activity. Utilitarian influence andvalue-expressive influence on Chinese individuals smart phone purchase activity ishigher than on Americans;(2) interaction of culture difference and advertisementappeal methods has significant influence on ads attitude. American users preferfunctional appeal;(3) interaction of culture difference and advertisement informationcontributor has significant influence on ads attitude, brand attitude and user’sinvolvement intention. Chinese users prefer the advertisement information from usersyet the American users prefer from brands;(4) social networking ads type has asignificant influence on advertising effect. Ads attitude of Blackboard is significanthigher than E-gift and Ads attitude of E-gift is significant lower than Top feed. Topfeed and E-gift are both have good ads recognition, yet ads recognition of sponsor ads is the worst.

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