Research On Features Of Feeds Advertisement Engagement On Mobile Short Video Social Platform

In recent years,short video social media platform has been developing rapidly,and kuaishou has become the current hegemony of short video in China,with more than 700 million users.Trill in the field of mobile short video is a vigorous black horse,since the outbreak of the May 2017,until now hold the amazing growth momentum,"short video" three word became the focus of attention,and gradually become an integral part of mobile Internet users,entertainment and life,short video user traffic brought by the social platforms also provide information advertising with huge profit space,but the impact of mobile short video social platform feeds advertising effect and the factors involved in behavior has not been a specific study.Therefore,based on the background of flow realization,this paper studies the factors influencing users' participation in feeds advertising on mobile short video social platform from the perspectives of feeds advertising characteristics,emotional psychology and conformity behavior.Through sorting out relevant researches and existing literatures,this paper constructs a theoretical model of feeds advertising characteristics,advertising participation,positive emotions and perceived herd behavior of mobile short video social platform.This study combined with mature variable scale and trill short video based on a questionnaire survey of the social platform information advertisement case,collected500 valid questionnaires,and use SPSS20.0 social platform for mobile short video stream advertising features and advertising,the relationship between participation and positive emotions intermediary role and the regulation effect of perceived herd behavior has carried on the empirical analysis.The results show that the creativity,entertainment,information and low interference of mobile short video social platform information flow advertising has a significant positive impact on advertising participation.Some mediating effects of positive emotions on entertainment,creativity,information and low interference and advertising participation;Perceived herd behavior has a moderating effect on entertainment,creativity,information and advertising participation,but its moderating effect on low interference and advertising participation has not been verified.Finally,according to the influence mechanism and factors of mobile short video information feeds advertising participation,the strategy Suggestions on how to improve the advertising effect and participation are put forward.The second is to stimulate users' positive emotions and improve users' participation enthusiasm;Third,the realization of user traffic or into a continuous brand attention.Fourth,mobile short video social platform information flow advertising strategy analysis.