摘要
随着互联网的不断发展,社交网络(SNS)广告成为众多商家的首要选择,但目前的研究多集中于广告游戏与品牌认知两者之间,对于SNS、广告游戏及品牌认知三者结合的研究偏少,对实践的指导意义有待加强.本文通过对社交网站、游戏的娱乐性、植入式广告游戏以及品牌认知的研究文献的整理分析,提炼了社交网络传播机制,从而建立了在SNS平台下,广告游戏的娱乐性对SNS好友品牌认知影响的概念模型.
With the development of Internet, SNS advertising has become the initial choice of many companies, but the current study puts emphasis on the relationship between advergame and brand attitude and pays less attention to the research among advergame, SNS and brand attitude, while the later research has more practical meaning. The paper collects and analyzes the literature about SNS, game entertainment, advergame and brand attitude, refines the social networking propagation mechanism and establishes the conceptual model about the influence of advergame entertainment on SNS friends.
出处
《西南民族大学学报（自然科学版）》
CAS
2013年第4期635-638,共4页
Journal of Southwest Minzu University(Natural Science Edition)
