基于社会化媒体的微广告-研究

《基于社会化媒体的微广告-研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、万方数据重庆工商大学硕士学位论文ABSTRACTRESEARCHONⅣⅡCROADVERTISINGBASEDONSOCIALⅣ匝DIAABSTRACTMicroadvertisingisaformofadvertisingbasedonsocialmediaplatforms，andanimportantformofadvertisingfollowingthefourtraditionalmediaadvertisingandInternetadvertising．Withthedevelopmentofsocialmediaandthec

2、ontinuousgrowthofMicro—blogandWeChatusergroup，themarketshareofMicroadvertisingwillbelargerandlarger．Inordertogainmorethechancetocontactwiththeusers，enterprisesbegintopayattentionontheconstructionofbrandreputationandemphasizeinteractivecommunicationwithusers．Becauseofsocialme

3、dia,tremendouschangeshavetakenplaceinthewayofinformationtransmission，fromone．wayoutputtomulticommunicationmode，whichincludedonetoode，onetomany,andmanytomany．Socialmediaencourageuserstoparticipatein，toachievethepersonalizationandindependenceoftheusernetworkbehavior,whichalsop

4、rovidesenterprisesconvenientdegreetopropagateusers’reputation．Manycompaniestendtoadvertiseonsocialmediaplatform．However，themicroadvertisingisstillintheinitialstageofdevelopment,whichfacemanyopportunitiesandchallenges．Inthisenvironment,howtocombinethefeaturesofplatformscienti

5、ficallyandeffectivelyandtoenhancetheeffectofadvertisinghasimportantpracticalimplications．Iftheadvertisingisnotappropriate，itwillnotonlyhavetheadverseeffecttotheenterprises．butalsototheplatformusers．Onlyforwardingintherightwayandimplementingcorrectoperationstrategy,theappealo

6、ftheenterprise，theuserexperienceCanbepromoted．Inthepaper,weconductedin-depthstudyandsummaryonrelatedliteratureandmonograph；collectedthemicro-blogadvertisingandWeChatadvertisingsamples；madeacomparativeassessmentofoperationmainbodyandtheeffectoftheoperationprocess；combinedwith

7、theadvertising，marketingandsociology,andotheraspectsofthetheories．BasedonSocialMedia,weputmicro．．blogandWeChatadvertisementastheresearchobject．Throughthecaseanalysis，comparativeanalysis，sampleanalysis，H万方数据wemadeacomprehensivestudyofthemicroadvertising．Inchapter1，wemadeasimp

8、lesummaryofthedevelopmentofthesocialmediaandmicroadvertising，elaboratedthed