Research On The Influence Mechanism Of Brand Story Type And Source Professionalism On The We Chat Advertising Interaction Behavior

Since the launch of Official Account Admin Platform by WeChat,the audience's access to information and reading habits have changed dramatically.WeChat's strong link attributes and social ecology have spawned phenomenon-level self-media accounts that are different from other social media.Some individual public numbers were able to achieve fissile dissemination in the form of storytelling.The rapid development momentum led companies to focus on self-media accounts with a large number of subscribers,and to seize high-end marketing expenses to seize hot resources,hoping to use its huge fan base.Realize brand exposure and sales conversion.The rare "large" has become more and more sought after due to high volume exposure.On the contrary,some relatively vertical professional media have few advertisers,and the Matthew effect has formed.In fact,even if the brand owner tells the brand story through KOL from the media,the interactive or advertising effect is difficult to assess in the WeChat public number environment.There are few soft papers that have real marketing value and meet the brand's main expectations.Therefore,this article adopts the 2*2 experimental method,taking the brand story type as the independent variable,the source source professional degree as the adjustment variable,the advertisement attitude,brand attitude and interaction behavior as the dependent variable,and trying to explore the two levels of the independent variable(consumer The main effects of the dependent variables,as well as the interaction between source professionalism and brand story types,are the experience stories and life emotional stories.Combined with the current environment and function of WeChat public number,this study believes that the interaction behavior of WeChat public number is mainly a bit like,comment,forward,and read the original text.Based on the previous research,this study explores and combines research scenarios,and innovatively proposes the two most common types of stories and measurement items of the public number.It is verified through pre-tests and formal experiments that it has good results.Reliability and validity.In order to ensure that the experiment has a good internal validity,students from the Guangdong University of Foreign Studies were selected as experimental subjects,and the experiment was controlled by randomly distributing the experimental materials and requiring the participants to carefully read and answer the relevant questions to form a total of 155 valid questionnaires.The study found that brand story content can have a significant impact on interaction behavior.Affective stories can significantly encourage users to like and comment,and experience stories can affect reading original text clicks.At the same time,data analysis revealed that there is a significant interaction between the brand story and the source professionalism.According to the research findings,this study puts forward relevant suggestions for companies in the marketing of WeChat public number.For example,when selecting media channels,we should focus on the narrative capabilities of self-media,the original content of the brand story,the diversification of interactive forms,and the motivation for sharing.