An Empirical Study On User Participation In Social Network Marketing Campaigns

In recent years,with the rapid rise of social network platforms,more and more merchants take advantage of the social networking transmission way to carry out marketing activities such as voting,competitions,bargaining and other types of marketing activities.While promoting brands and products,merchants collect Internet users' information for customized marketing.Social network users can always receive links from friends to help boost from the marketing activities,and in order to help a friend get good grades in the marketing activity,users often need to click on the URL,input personal information,authorized access to personal profile information and other operation which may disclose personal information,in order to successfully help.While social networking campaigns promote brand awareness,they also threaten the privacy of users,resulting in an increasingly serious problem of privacy disclosure.As a result,more and more news cases of property damage or personal injury have taken place.Based on the perspective of privacy protection,the thesis studies the influencing factors of users' participation in social network marketing activities.Based on the theory of perception transfer theory,this thesis explores innovatively from triadic relationship how the recipients,the senders and the merchants jointly influence the recipients' aggressive behavior which may reveal privacy.However,it is not clear why the triadic relationship could influence users' behavior.So according to the decision-making process of privacy calculus theory,the thesis is based on the perceived costs and perceived benefits of the internal trade-off decision making process to explore what the specific cost-benefit is in social network marketing activities and thus how to affect the decision-making behavior.Overall,based on the perception transfer theory the thesis clarifies the two key factors(ie,privacy concerns and relationship strength)of the triadic relationship in social network marketing activities.From the perspective of privacy calculus,the thesis discusses how external factors influence privacy behavior,that is,how triadic relationships affect the cost-benefit psychology assessment(ie,privacy concerns and social rewards)firstly,and then affect the adoption of aiding behavior that may reveal privacy.It proposes the mechanism of intrinsic privacy decision-making for perception transfer theory,and enriches a theoretical study of the field of information privacy.The thesis adopts the method of empirical research,builds the model through the hypothesis,uses the simulation experiment method and the questionnaire survey to collect the data to carry on data analysis method verification model.By designing a real Html5 marketing campaign on the WeChat platform to control two independent variables,174 volunteers were recruited to conduct field experiments.Researchers collect actual participatory user behavior data through experiments and use questionnaires to investigate users' subjective perceptions.The experiment data and questionnaire data are analyzed using SPSS software.The results show that privacy concerns and relationship strength directly and indirectly affect the privacy concerns and social rewards of the two decision-making factors,and these two decision-making factors thus affect the user's final participation behavior.This research not only has some theoretical significance in the field of information privacy,but also finally provides practical suggestions for the development of online merchants and social network providers.