The Research Of Social Platform Interactive Advertising On Purchase Intention Of Consumers

With the rapid development of mobile Internet technology,interactive advertising based on intelligent mobile terminal has gradually become an important tool for enterprise publicity.In the era of mobile information,users exchange information through social media platforms.For merchants,consumers are not only the receiver of information,but also the transmitter of information.Interactive advertising,based on the new mobile Internet technology,innovates the form of content delivery.At the same time,scholars have pointed out that with the improvement of consumers' consumption ability,the display of their own personality has become a consumption trend on the basis of meeting their material needs.Based on the public social network environment created by social media platforms,personalized display content created through user participation can be spread more quickly and conveniently.This diffusion of information to the external environment promotes social communication among users,as well as the spontaneous promotion of advertising brands.Consumers' perception of product brand value is an important factor in promoting consumption behavior.Therefore,for interactive advertising,it is very important to explore the mechanism of its interaction on consumers' perception of brand value and consumption intention.Based on the interaction theory,social existence and influence theory and brand selfconsistency theory,this paper explores the influence of interactive advertising on consumers' brand attitudes and whether it further influences consumers' consumption intention under the social media platform scenario.At the same time,the self-consistency of consumers' perception of brand is introduced to explore whether there is an interaction between it and the interactivity of advertising.After that,relevant marketing Suggestions and conclusions are put forward by combing the past literature and combining the features of interactive advertising.In this paper,through questionnaire experiment method to collect data,the results show that compared with the traditional video class in terms of advertising,interactive advertising,interactive features for consumers has significant positive influence on brand attitude,and consumer's brand attitude in interactive advertisement and the consumers' willingness to play a mediating role between the interactive advertising consumers for the product brand attitude through ascension to influence the willingness to spend.At the same time,the more consumers perceive the brand self-consistency,the more significant is the positive effect of interactive advertising on their brand attitude.In addition,this paper proves that user control,synchronicity,two-way communication and sociability all have significant positive effects on consumers' brand attitude perception in interactive advertising.This paper has the following theoretical contributions to the research: first,this paper extends the application scenario of interaction theory and adds the social features of advertising in mobile social media platforms to the interactive dimension.Secondly,this paper takes consumers' perception of brand and self-consistency as the regulating variable,which complements the application mode of self-consistency theory.On the other hand,this paper also provides feasible measures for the advertising strategies of enterprises in the future,and proves the role of interactive advertising in promoting enterprises' products and stimulating the consumption of potential target audiences.