| The Improvement and development of Internet Times has a significant meaning. The emergence and development of Web2.0has made the advertising communication changed a lot. The emergence of SNS is also a full reflection of the concept of Web2.0. Advertising always needs new platform to be performed. As the most popular Web2.0media, the SNS, not only is a trend but also has a attractive c haracteristic of high int eraction efficiency between users. Hence, this makes SNS bee ome the focus in Int ernet advertising.The core of SNS advertising communication is to tra nsmit the advert ising information via the nodes on the SNS relations hip network wit h the interpersonal communication and other ways.Understanding the characteristic of SNS communication is the premise of making advert ising strategy. However, sine e the complication a nd diversification of the elements in c onstructing the communication environment, there are als o many other factors that could influence the advertising communication.Hence, more detailed a nalyses on the variation of network mediums and firms are also needed.Only Archival research was used in this thesis. Beginning with the understanding of the cone ept and emerging reason of SNS,knowing the development of SNS, then focused on the SNS’s audients and analyzed the c haracteristics of SNS.SNS, as nowadays the hottest web2.0media, not only aggregates a largenumber of internet popularity and traffic, but also has certain strong characteristics like high user stickiness and high frequency of interaction between users. Such characteristics make it bee ome an internet a dvertising rookie.This thesis mainly discussed the SNS advertising’s value and the prospect.Beginning with SNS’s background, by the further discussion about media cont ent, SNS advertising transmission process and a udience characteristics of communication, this thesis discovered the its communication characteristics.Because of its development and characteristic, the advert isement value of SNS has great attention which bring from its communication advantage. So, by analyzing development and characteristics of SNS, and deeply analyzing manifestations and propagation of SNS advertising with principles of advertising and some famous SNS websit es examples such as renren.com,kaixin001.com and51.com etc., this thesis discussed SNS advert ising. Some problems existing in the SNS a dvertising were also pointed out, such as the lack of long service, difficult to handle the content of supervision and lack of user stickiness. At last, base on the analysis of the value of SNS a dvertising, this thesis also predicted the trend of the future development of SNS advert ising. A wide range of development and customers’emotional needs satification is the way of advertising in t he fut ure.The advertisers advertis e more and more while us ers are more and more like the SNS advert ising. This makes the market bigger. Traditionally, the advertisers keep us ers by free mode.But f uture trend of SNS websit es is making the division of the audience more detailed in addition. On the other hand, the full ut ilization of new media instruments’communication characteristics not only could make the SNS advertising system more systematic, but also let itself realize its advertising forms with own characteristics. In conclusion, diversified development and audience’s emotional needs satisfaction is the essential point for SNS advertising’s sustainable development.The advertising communication transmitted through the Social Network Services platform is a new mode of advert ising communication, which combined highly developed media technology wit h modem communication ideology. Media technology, communications theory and modem advertis ement provide technical and theoretical supports toget her for the study of advertising communication Oil SNS. The emergency of new things inspired and enlight ened US on the obs ervation and study of phenomenon of advertising communication with more perspectives and possibilities. |
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