论文标题
对社交媒体广告的看法对广告价值，品牌知名度和品牌关联的影响：Instagram用户一代的研究
The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users
论文作者
论文摘要
本文的目的是研究消费者对社交媒体广告的看法如何影响广告价值和品牌知名度。在过去的十年中，社交媒体用户数量迅速增加，公司已成为一个新的广告领域。在其广告策略中很好地管理社交媒体的品牌可以迅速影响消费者的决策并提高意识。但是，在与传统广告不同的社交媒体广告中，应生成创建内容，并且应在很短的时间内被消费者感知到该内容。为了实现这一目标，有必要与消费者建立融洽的关系，并通过提高意识正确地展示他们希望在广告中看到的内容。鉴于社交媒体广告的重要性越来越重要，该研究研究了消费者对Instagram广告的看法如何影响广告价值和品牌知名度。这项研究是根据流行的社交媒体应用Instagram习惯与Y代消费者一起进行的。为此，对使用Instagram的665名参与者进行了调查。使用结构方程建模分析收集的数据。根据分析结果，Y世代对Instagram广告的看法对广告价值以及品牌知名度和品牌关联既有积极和负面影响。
The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising domain has become available for companies. Brands that manage social media well in their advertising strategies can quickly influence consumer decision-making and create awareness. However, in social media advertising, which is different from traditional advertising, creating content should be produced and this content should be perceived in a short time by consumers. To achieve this, it is necessary to build rapport with consumers and to present correctly what they wish to see in advertisements by creating awareness. In view of the increasing importance of social media advertising, the study examines how consumer perceptions of Instagram advertisements affect advertising value and brand awareness. This study was conducted with Generation Y consumers on the basis of their Instagram habits, a popular social media app. For this purpose, surveys were held with 665 participants who use Instagram. The collected data were analyzed using structural equation modeling. According to the analysis results, Y generations perceptions of Instagram advertisements have both a positive and negative impact on advertising value and brand awareness and brand associations.
