Research On Micro Advertising Based On Social Media

Micro advertising is a form of advertising based on social media platforms, and an important form of advertising following the four traditional media advertising and Internet advertising. With the development of social media and the continuous growth of Micro-blog and WeChat user group, the market share of Micro advertising will be larger and larger. In order to gain more the chance to contact with the users, enterprises begin to pay attention on the construction of brand reputation and emphasize interactive communication with users. Because of social media, tremendous changes have taken place in the way of information transmission, from one-way output to multi communication mode, which included one to one, one to many, and many to many. Social media encourage users to participate in, to achieve the personalization and independence of the user network behavior, which also provides enterprises convenient degree to propagate users’ reputation. Many companies tend to advertise on social media platform. However, the micro advertising is still in the initial stage of development, which face many opportunities and challenges. In this environment, how to combine the features of platform scientifically and effectively and to enhance the effect of advertising has important practical implications. If the advertising is not appropriate, it will not only have the adverse effect to the enterprises, but also to the platform users. Only forwarding in the right way and implementing correct operation strategy, the appeal of the enterprise, the user experience can be promoted.In the paper, we conducted in-depth study and summary on related literature and monograph; collected the micro-blog advertising and WeChat advertising samples; made a comparative assessment of operation main body and the effect of the peration process; combined with the advertising, marketing and sociology, and other aspects of the th eori es. Based on Soci al Media, we put mi cro-blo g an d We Chat advertisement as the research object. Through the case analysis, comparative analysis, sample analysis,we made a comprehensive study of the micro advertising. In chapter 1, we made a simple summary of the development of the social media and micro advertising, elaborated the definition of micro advertising, and listed scope of micro advertising. In chapter 2, based on the form of advertising, we introduced the form of micro-blog advertising and WeChat advertising and analyzed the text form of micro advertising. We found out the advantages and disadvantages of micro advertising by combining with the characteristics of micro advertising and comparing with the traditional advertising. In chapter 3, combining with case analysis of micro advertising operations, we interpreted the successful case of micro-blog and WeChat operation, which strengthened the perceptual knowledge of what we knew. In chapter 4, combining with the analysis of the chapter 3, we summarized the problems of advertising and proposed the concrete solution, which pave the way for experts and scholars in this field to make a more systematic study.