Research On Advertising Stickiness Based On Social Media

With the development of science and technology,the network has become the main force of social networking,especially the emergence of instant messaging tools such as WeChat and the development of various social applications,and the rapid rise of smart phones has brought new vitality to social media.In today’s society,traditional media such as paper media and the Internet have gradually opened up a dominant market.Mobile phones,as the emerging field in the 21 st century,have been hailed as the “fifth media” and have gradually demonstrated their outstanding value in the market.With the development of smart phones,mobile Internet advertising accounts for an increasing proportion of the advertising market.Such advertisements subvert the traditional forms of online advertising,mainly relying on mobile terminals to present the needs of the audience.At present,mobile Internet advertising is the most popular emerging advertising force in the world.This kind of advertising form with high media compatibility is highly sought after.Many well-known brands are eager to try and focus on this new form of advertising,although it is still in the initial stage.However,its high-yield,high-density innovation capability and strong ability to bring goods have attracted wide attention from all walks of life.“Creative Stickiness” is something that Qipu Heath,a professor of organizational behavior at Stanford University’s business school,has been studying for a decade.His definition of “creative stickiness” is: “People can understand when they hear it,and remember later.Living and changing the way people think or behave,and summarizing six basic characteristics: simplicity,surprise,concreteness,credibility,emotions and stories.As the main social platform in the mobile Internet background,social media such as “two micro-shake”(WeChat,Weibo and Vibrato short video)occupy most of the audience’s daily life.Therefore,this article takes the application-mediated social media advertisement as an example,starting from the six basic characteristics of “stickiness”.Combining the characteristics of audience psychology and sticky creativity,through case study,it discusses the sticky performances of “two micro-shake” in social media,and draws out the sticky suggestions and emotions based on advertising ideas in social media.Embodiment.