摘要
研究SNS平台植入式广告及其游戏的一致性对用户品牌知晓的影响.针对这一问题,采取实验研究的方法,分别从生活方式一致性和情景一致性展开.通过对实验数据的方差分析,发现与情景不一致的广告要比情景一致的广告更容易被广告受众所记忆,即对该品牌的知晓更高.而与生活方式一致的广告要比生活方式不一致的广告更容易被广告受众所记忆,即对该品牌的知晓更高.
This article is focused on the relationship between brand awareness and congruity, when the advertisement has been put into the SNS game. For this question, this paper uses experiment method to carry out the study through lifestyle congruity and scene congruity. From the ANOVA, it is concluded that higher lifestyle congruity can be recalled better, and that lower lifestyle congruity can be recalled much better.
出处
《西南民族大学学报（自然科学版）》
CAS
2013年第2期268-274,共7页
Journal of Southwest Minzu University(Natural Science Edition)
