Exploring The Impacts Of Social Endorsement On The Effect Of Social Advertising

Social advertising refers to an advertisement inserted into a user's social information stream in SNS.In the era of social media,social media with a large number of active users are an important channel for business promotion and brand expansion.On the one hand,the user's online time is gradually increasing.Advertising on social media can be accepted by a large number of users.Merchants can expand to a user with the same potential attributes based on their social network,which can improve marketing accuracy;On the other hand,social advertising has strong economic value and development prospects,which is one of the important sources for the economic income of social media.However,from the user's perspective,social advertising can reduce the user's experience of social interaction while providing advertisement information,inflicting on the user's social cognition process and negatively affecting the platform and the merchant.Therefore,it is necessary to study the influence mechanism of the social attributes of social media platform on the effectiveness of advertising,which helps in the advertising format and advertising design of social advertising.And merchants and platforms gain even higher advertising revenue without compromising the user experience.In the past,scholars'research on social media mainly focused on the influence of advertising attributes and advertising forms on the effectiveness of advertising,as well as the formation mechanism of advertising intrusiveness.Few people studied the influence of social attributes of social media on advertising intrusion and advertising effectiveness.Based on the cognitive process theory in the field of IS and the social monitoring system in the field of psychology,this paper studies the influence of social cues on the effectiveness of advertising from the perspective of reducing advertising intrusiveness and explore the mechanism of the social cues.This paper uses social exclusion as a moderator to explore the influence of different social needs.This research was conducted in a method of laboratory experiments.Based on 2*2 situational experiments,we designed 4 different experimental scenarios to collect data.we collected 128 valid samples,and use two statistical analysis software SPSS and Smart PLS to test the effectiveness of samples and research model.The main conclusions were as follows:(1)Social endorsement can improve the social attributes of advertising.It means that the social endorsement can reduce the user's perception of advertising intrusiveness,and can positively affect the user's perception of the advertising informativeness;(2)The state of the social needs of the user affects the user's perception of social advertising.When the degree of personal social exclusion is high,the social endorsement is more effective in reducing the perceived goal impediment and improving the advertising informativeness;(3)Users' attitudes and behaviors towards social advertising are affected by the user's cognitive process.When a user browses an advertisement with a social endorsement,the user's perception of advertising informativeness is enhanced,and the user's perception of advertising intrusiveness is reduced,and these two factors affect the user's advertising attitude and the user's advertising recall and advertising avoidance.The main innovations of this paper are as follows:(1)Based on the characteristics of social media,this paper explore the influence of social factors in advertising on the effectiveness of social advertising;(2)This article measures the effectiveness of advertising from multiple perspectives.From the perspective of reducing advertising intrusion,combined with the state of user social needs,it provides a new way to study the effect of social advertising.At the same time,the research results of this paper also provide some guiding significance for the practice of social media platform and advertisers' advertising design and advertising strategy.