A Research On Engagement And Influencing Factors Of Users On In-Feed Advertising In Social Context

China's online advertising market has continued to grow,and a new form of advertising—In-Feed advertising continues to grow at a high speed.The market scale has expanded rapidly and has gradually become mainstream.This kind of native advertisement interspersed in the ordinary content stream and targeted and accurately recommended according to the user attribute has achieved good results in the industry,and the academic circles have also obtained a certain degree of research on many factors of its effect and influence effect.Communication context is a non-negligible factor in the study of advertising effectiveness.The impact of social contexts on traditional advertising and media has been proven.In the age of social media,the influence of social situations is bound to be stronger.However,the existing research has not specifically addressed this issue,and the discussion of social factors is also included in other influencing factors.In view of this,this article takes WeChat In-Feed advertisement as an example,specifically from the perspective of social context,to explore its impact on the effectiveness of advertising.This paper proposes that the three levels of social context are social media engagement,social influence and friend word-of-mouth,and refine the independent variables to explore whether the three-level social situation factors affect the user's advertising attitude and advertising participation,and the degree of influence.At the same time,the role of the regulatory variables such as gender,age,and age of the user is studied.The study found that social media engagement,social influence and friend word of mouth will positively affect the user's advertising attitude,and indirectly affect the advertising participation through advertising attitude.Among them,social influence and friend word of mouth will directly affect the participation of advertising,but social media engagement has no significant impact on advertising participation.Friends word of mouth has the greatest impact on advertising attitude and advertising participation.This shows that in the WeChat platform based on acquaintances,users are most susceptible to the attitudes and opinions of friends.Gender and age will adjust the influence of social media engagement on advertising attitudes,meaning that users of different ages and genders have different influences on advertising attitudes than social media engagement;community participation in advertising attitudes is regulated by user gender.Men are more likely than women to be influenced by groups and change their attitudes towards advertising.Based on this,this paper proposes marketing recommendations for advertisers and brands,and needs to actively promote user participation,create a community atmosphere,and increase the interactivity of advertising to achieve viral transmission.