Empirical Research On The Effectiveness Of Content Factors Of Short Video Native Advertising

With the advance of the mobile Internet and the continuous deepening of the online society,social media has become a common approach for brand communication.Advertising content has begun to be integrated into the media content,seizing the attention economy with valuable ideas,and focusing more on the actual content and reach of the audience efficiency.Short video native ads are emerging in the mobile advertising market.This article focus on content influencing factors and internal influence mechanism of the short video native advertising effect,summarizing the independent variables such as product placement degree,content matching degree,audience brand familiarity,etc.It constructs a theoretical framework and proposes the research hypotheses.The experimental method and questionnaire method are combined to verify the research hypothesis through data analysis to explore the effect mechanism in the specific situation.The research results show that the constructed theoretical framework is established.First of all,the product placement degree and content matching degree have positive effects on different levels of advertising effects,and content matching has a greater effect.Their influence also has a certain interaction.At the level of advertising recognition,the effect of mutual promotion is obvious.At the level of brand recognition and emotional attitude,the significance of implantation has a detrimental effect on the positive effect of content matching.Secondly,within the advertising effect,there is an hierarchy of effects mechanism,and there is a dual mediation effect between the advertising attitude and the brand attitude under the adjustment of brand familiarity.In the practice of short video native advertising,we should pay more attention to the key of marketing,the content matching,while appropriately increasing the significance of implantation,and select the proper sensitivity and rationality degree of advertising content according to the brand’s market stage and demand.