摘要
视频分享网站中的影响者能够通过发布原生广告影响潜在的消费者,分享奖励也是一种重要的营销方式,但包含分享奖励的原生广告对消费者参与的影响尚需探讨。基于信号理论,通过爬虫采集B站中影响者发布的抽奖原生广告相关数据,构建了信息源影响力、活跃度和分享奖励与转发量之间的关系模型。研究发现,影响力、活跃度和分享奖励显著正向影响转发量;活跃度在影响力与转发量之间起到显著的负向调节作用;活跃度在分享奖励与转发量之间起到显著的正向调节作用。以上结论表明,广告赞助商应同时结合发布者的特征和分享奖励开展抽奖广告营销,以提升广告的营销效果。
The influencers in video sharing websites can influence potential consumers by publishing native advertisements.Sharing reward is also an important marketing method,but the influence of native advertisements including sharing reward on consumer participation needs to be explored.Based on the signaling theory,constructs the relationship model of information source influence,activity,sharing reward and forwarding volume by collecting the data of native advertis with sweepstakes published by influencer in Bilibili.com.The results influence,activity and sharing reward have a significant positive impact on orwarding volumeactivity plays a significant negative moderating role between influence and forwarding volume;activity plays a significant positive moderating role between sharing reward and forwarding volume.The above conclusions show that advertising sponsors should combine the characteristics of publishers and sharing rewards to carry out advertising with sweepstakes marketing,so as to increase the marketing effect of advertising.
作者
刘文霞
李斌
LIU Wenxia;LI Bin(School of Economics and Management,Shihezi University,Shihezi 832000,China)
出处
《财经论丛》
CSSCI
北大核心
2022年第9期102-112,共11页
Collected Essays on Finance and Economics
基金
科技部重点研发项目(2017YFB1400700)
北京市社会科学基金面上项目(19GLB037)。
关键词
原生广告
信息源特质
分享行为
奖励
信号理论
Native Advertising
Information Source Characteristics
Sharing Behavior
Reward
Signaling Theory
