Research on the Influencing Factors of Native Advertising Forwarding Volume: Based on the Perspective of Information Source Characteristics and Sharing Reward

Abstract

Abstract: The influencers in video sharing websites can influence potential consumers by publishing native advertisements. Sharing reward is also an important marketing method, but the influence of native advertisements including sharing reward on consumer participation needs to be explored. Based on the signaling theory, constructs the relationship model of information source influence, activity, sharing reward and forwarding volume by collecting the data of native advertis with sweepstakes published by influencer in Bilibili. com. The results influence, activity and sharing reward have a significant positive impact on orwarding volumeactivity plays a significant negative moderating role between influence and forwarding volume; activity plays a significant positive moderating role between sharing reward and forwarding volume. The above conclusions show that advertising sponsors should combine the characteristics of publishers and sharing rewards to carry out advertising with sweepstakes marketing, so as to increase the marketing effect of advertising.

Key words: Native Advertising, Information Source Characteristics, Sharing Behavior, Reward, Signaling Theory

摘要： 视频分享网站中的影响者能够通过发布原生广告影响潜在的消费者,分享奖励也是一种重要的营销方式,但包含分享奖励的原生广告对消费者参与的影响尚需探讨。基于信号理论,通过爬虫采集B站中影响者发布的抽奖原生广告相关数据,构建了信息源影响力、活跃度和分享奖励与转发量之间的关系模型。研究发现,影响力、活跃度和分享奖励显著正向影响转发量;活跃度在影响力与转发量之间起到显著的负向调节作用;活跃度在分享奖励与转发量之间起到显著的正向调节作用。以上结论表明,广告赞助商应同时结合发布者的特征和分享奖励开展抽奖广告营销,以提升广告的营销效果。

关键词: 原生广告, 信息源特质, 分享行为, 奖励, 信号理论

CLC Number:

F272.3

LIU Wenxia, LI Bin. Research on the Influencing Factors of Native Advertising Forwarding Volume: Based on the Perspective of Information Source Characteristics and Sharing Reward[J]. Collected Essays on Finance and Economics, 2022, 38(9): 102-112.

刘文霞, 李斌. 原生广告转发量的影响因素研究——基于信息源特质和分享奖励视角[J]. 财经论丛, 2022, 38(9): 102-112.

References

[1]邓乔茜, 王丞, 周志民. 社会化媒体营销研究述评[J]. 外国经济与管理, 2015, 37(1): 32-42.
[2]Boerman, Sophie. C., Willemsen, Lotte. M., Van Der Aa, Eva P. “This Post Is Sponsored”: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook[J]. Journal of Interactive Marketing, 2017, 38(5): 82-92.
[3]Evans N. J., Wojdynski B. W., Hoy M. G., et al. How Sponsorship Transparency Mitigates Negative Effects of Advertising Recognition[J]. International Journal of Advertising, 2019, 38(3): 364-382.
[4]Campbell C., Evans N. J. The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising[J]. Journal of Interactive Marketing, 2018, 43(8): 17-32.
[5]Shi Z., Rui H., Andrew B. W. Content Sharing in a Social Broadcasting Environment: Evidence From Twitter. [J]. Mis Quarterly, 2014, 38(1): 123.
[6]廖琳, 黄涛. 信源、信息内容、情绪特征对微博转发的影响探究[J]. 现代情报, 2020, 40(9): 42-52.
[7]赵琴琴, 张梦, 付晓蓉. 物质奖励对旅游虚拟社区再分享意愿影响研究[J]. 旅游学刊, 2018, 33(3): 39-49.
[8]Wells J. D., Valacich J. S., Hess T. J., et al. What Signal are You Sending? How Website Quality Influences Perceptions of Product Quality and Purchase Intentions[J]. Management Information Systems Quarterly, 2011, 35(2): 373-396.
[9]Kirmani A., Rao A. R. No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality[J]. Journal of Marketing, 2000, 64(2): 66-79.
[10]Shao B., Cheng Z., Wan L., et al. The Impact of Cross Border E-tailer's Return Policy on Consumer's Purchase Intention [J]. Journal of Retailing and Consumer Services, 2021, 59(3): 59.
[11]Zhang M., Zhang Y., Zhao L., et al. What Drives Online Course Sales? Signaling Effects of User-generated Information in the Paid Knowledge Market[J]. Journal of Business Research, 2020, 118(9): 389-397.
[12]Wojdynski B. W., Evans N. J. Going Native: Effects of Disclosure Position and Ianguage on the Recognition and Evaluation of Online Native Advertising[J]. Journal of Advertising, 2016, 45(2): 157-168.
[13]Campbell C., Grimm P. E. The Challenges Native Advertising Poses: Exploring Potential Federal Trade Commission Responses and Identifying Research Needs[J]. Journal of Public Policy & Marketing, 2019, 38(1): 110-123.
[14]Kotha R., Crama P., Kim H. Experience and Signaling Value in Technology Licensing Contract Payment Structures[J]. Academy of Management Journal, 2018, 61(4): 1307-1342.
[15]Connelly B. L., Certo S. T., Ireland R. D., et al. Signaling Theory: A Review and Assessment[J]. Journal of Management, 2011, 37(1): 39-67.
[16]Evans N. J., Phua J., Lim J., et al. Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent[J]. Journal of Interactive Advertising, 2017, 17(2): 138-149.
[17]魏尉, 梅姝娥, 江芬芬. 企业分享奖励机制中的价格策略及奖励策略研究[J]. 软科学, 2020, 34(3): 49-55.
[18]江芬芬, 梅姝娥, 仲伟俊. 社交营销中基于消费者分享行为的阈值奖励机制[J]. 系统管理学报, 2020, 29(4): 742-751.
[19]Wolfe C. J., Loraas T. M. Knowledge Sharing: The Effects of Incentives, Environment, and Person[J]. Journal of Information Systems, 2008, 22(2): 53-76.
[20]王晰巍, 贾玺智, 刘婷艳, 等. 区块链环境下社交网络用户意见领袖识别与影响力研究[J]. 情报理论与实践, 2021, 44(5): 84-91.
[21]林晶, 王世强. 高校官方微博影响力评价及对策研究[J]. 情报科学, 2019, 37(4): 122-124.
[22]Ge J., Gretzel U. Emoji rhetoric: a social media influencer perspective[J]. Journal of Marketing Management, 2018, 34(10): 1272-1295.
[23]Ohanian R. The Impact of Celebrity Spokesperson's Perceived Image on Consumers' Intention to Purchase[J]. Journal of Advertising Research, 1991, 31(1): 46-52.
[24]刘凤军, 孟陆, 陈斯允, 等. 网红直播对消费者购买意愿的影响及其机制研究[J]. 管理学报, 2020, 17(1): 94-104.
[25]刘伟, 刘昱彤, 李纯青, 等. 刷屏的原理:在线内容的病毒式分享机制[J]. 心理科学进展, 2020, 28(4): 638-649.
[26]Dahl D. W., Fuchs C., Schreier M., et al. Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account[J]. Management Science, 2015, 61(8): 1978-1988.
[27]Johnston A. C., Warkentin M. The Influence of Perceived Source Credibility on End User Attitudes and Intentions to Comply with Recommended IT Actions [J]. Journal of Organizational and End User Computing, 2010, 22(3): 1-21.
[28]黄京华, 金悦, 张晶. 企业微博如何提升消费者忠诚度——基于社会认同理论的实证研究[J]. 南开管理评论, 2016, 19(4): 159-168.
[29]Cuddy A., Fiske S. T., Glick P. Warmth and Competence as Universal Dimensions of Social Perception: The Stereotype Content Model and the BIAS Map[J]. Advances in Experimental Social Psychology, 2008, 40(7): 61-149.
[30]Mayer C., Davis H., Schoorman D. An Integrative Model of Organizational Trust[J]. Academy of Management Review, 1995, 20(3): 709.
[31]Shen X., Chen J. Consumers' Decisions in Social Commerce Context: An Empirical Investigation[J]. Decision Support Systems, 2015, 79(11): 55-64.
[32]Wolf P., Haefliger S., Spaeth S. Participation in Intra-firm Communities of Practice: A Case Study from the Automotive Industry[J]. Journal of Knowledge Management, 2011, 15(1): 2-39.
[33]Hogg M. A. Subjective Uncertainty Reduction through Self-categorization: A Motivational Theory of Social Identity Processes[J]. European Review of Social Psychology, 2000, 11(1): 223-255.
[34]Kwon E. S., Kim E., Sung Y., et al. Brand Followers: Consumer Motivation and Attitude towards Hrand Communications on Twitter[J]. International Journal of Advertising, 2014, 33(4): 657-680.
[35]廖俊云, 林晓欣, 卫海英. 虚拟品牌社区价值如何影响消费者持续参与:品牌知识的调节作用[J]. 南开管理评论, 2019, 22(6): 16-26.
[36]Frenzen J., Nakamoto K. Structure, Cooperation, and the Flow of Market Information[J]. Journal of Consumer Research, 1993, 20(3): 360.
[37]刘丽虹, 张积家. 动机的自我决定理论及其应用[J]. 华南师范大学学报(社会科学版), 2010, (4): 53-59.
[38]苏鹭燕, 李瀛, 李文立. 用户在线知识付费影响因素研究: 基于信任和认同视角[J]. 管理科学, 2019, 32(4): 90-104.
[39]朱鹏, 李璐, Gary Marchionini. 基于调节定向理论的社交网络用户信息分享行为研究[J]. 情报学报, 2019, 38(3): 257-265.
[40]蔡舜, 石海荣, 傅馨, 等. 知识付费产品销量影响因素研究: 以知乎Live为例[J]. 管理工程学报, 2019, 33(3): 71-83.
[41]Aiken L. S., West S. G. Multiple Regression: Testing and Interpreting Interactions[M]. Newsbury Park, CA: Sage, 1991.