An Empirical Study On Communication Effects Of The New Feed Ads In Wechat Monents From A Consumer Perspective

With the advance of social media and propelling of big data technology,the social media advertising has thrived to be the trend.Its forms keep on changing,and the news feed ads appearing in WeChat Moments is just one of its main forms.Since its emergence in 2005,this form of advertising has aroused some controversy and has been paid much attention by the advertising industry and the academic circle.While some researches indicate its remarkable communication effects,others also point out its less-than-ideal performance.Then here come those questions which demand further studies and are also what this paper aims to deal with: how effective indeed is the news feed ads in WeChat Moments? And what kinds of factors can influence the effectiveness?From the consumers' view,by using the Influencing Element Model according to the intermediary effect in the consumers' attitude towards the ads,this paper discusses the process,manifestation and law of communication effects generated by various influencing factors(including the WeChat using motivation,perceptible informativity,perceptible entertainment,perceptible accuracy,perceptible interactivity and perceptible aggression).Besides,the leading indicators set to assess the communication effects in this paper include consumers' attitudes towards ads,brands and their purchasing intension.Qualitative researches and quantitative researches are both used during the researches,and the Uses & Gratifications Theory and the Hierarchy of Effects Theory are also relied on in the whole process.This paper starts from making a literature review of relevant researches,finding that the studies on internet advertising at home and abroad have mainly focused on the advertisers instead of the consumers.For this reason,this paper constructs,on basis of the Uses & Gratifications Theory and the Hierarchy of Effects Theory,the Influencing Element Model of ads' communication effects by making use of the intermediary effect in the consumers' attitude towards the ads.Besides,the questionnaires used in this research have been designed by referring to the mature scale abroad and are all filled out online.Last,SPSS23.0 is used to analyze the collected data quantitatively and verify the hypothesis of the study.The paper draws the following conclusions:(1)It is viable and effective to analyze the communication effects of the news feed ads in WeChat Moments by usingthe Influencing Element Model according to the intermediary effect in the consumers' attitude towards the ads;(2)Perceptible informality,perceptible entertainment and perceptible interactivity have significant positive influence on communication effects,while perceptible aggression has negative influence on communication effects;(3)Generally speaking,the communication effects of the news feed ads in WeChat Moments are not that ideal.Finally,this paper analyzes the possible reasons why the hypothesis is not valid or significant,and discusses the countermeasures to optimize the news feed ads in WeChat Moments according to the above-mentioned research findings.