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论文编号：	14650
作者编号：	2120223691
上传时间：	2024/6/5 16:55:42
中文题目：	消费者持机姿势与手机广告内容策略对广告吸引力的影响研究
英文题目：	Research on the Impacts of Consumer Device Holding Posture and Mobile Ad Content Tactics on Ad Attractiveness
指导老师：	任星耀
中文关键字：	移动营销沟通；持机姿势；对象选择；广告内容；广告吸引力
英文关键字：	Mobile marketing communication; Device holding posture; Target consumer selection; Ad content; Ad attractiveness
中文摘要：	随着智能手机相关技术的不断普及和进步，移动互联网迅猛发展，这一趋势催生了基于移动设备的营销，即依据消费者所处的实时环境（如地理位置、时间、天气等），通过短信、移动推送等媒介向消费者提供个性化的营销沟通内容。对企业而言，如何制定移动营销沟通对象选择策略以及如何匹配合适的移动营销沟通内容，是其在制定移动营销沟通策略时面对的两大难点。 首先，本文对现有文献进行综述，明确了移动营销沟通的基本概念和发展历程；其次，本文梳理了以往文献中移动营销沟通对象选择策略的相关研究，发现过往研究已经基于地理位置、时间和天气等因素进行对消费者进行定向，但主要聚焦于消费者所在的外部环境状态，较少考虑到消费者个人的行为状态。随着移动设备传感器技术与机器学习算法的进步，捕捉消费者的行为状态成为可能。因此，本研究提出一种新颖的视角，将消费者的持机姿势（躺着vs.坐着）纳入移动营销沟通对象选择策略，旨在探讨其对移动营销沟通效果的具体影响；再次，本文梳理了移动营销沟通内容投放策略的相关研究。指出随着视频主导的社交媒体平台兴起，移动营销沟通内容媒介发生变化，带来了移动营销沟通内容量化方法和量化维度的改变。本研究采用机器学习方法量化手机广告内容，弥补过往研究在内容多样化方面的不足；最后，本文梳理了移动营销沟通对象和移动营销沟通内容的交互效应研究，指出此类研究相对较少，且缺乏对大规模广告数据的综合考虑。本研究尝试细化对大规模广告内容的数据挖掘，从而实现移动营销沟通对象和内容的精准匹配，以提升移动营销沟通广告吸引力。 本文在梳理文献的基础上提出了研究假设，使用国内领先社交媒体平台的实际经营数据进行实证分析。数据结果表明，向躺着（vs.坐着）持手机的消费者投放广告，将负向影响广告吸引力；而广告信息传递内容的防御聚焦强度越强、广告信息传递速度越快，越能弱化躺着状态对广告吸引力的负向影响。本文的研究发现为企业选择移动营销沟通对象选择和优化移动营销沟通广告内容提供了指导，为平台优化移动营销沟通对象选择和内容投放的交互效应提供了实践启示。最后本文指出了研究存在的局限性，提出了未来研究方向。
英文摘要：	With the continuous advancement and popularization of smartphone-related technologies, the mobile Internet has developed rapidly, prompting the emergence of marketing strategies based on mobile devices. These strategies involve delivering personalized marketing messages to consumers based on their real-time environment (e.g., geographic location, time, weather, etc.) via mediums such as text messages and mobile push notifications. For enterprises, formulating a strategy for mobile targeting and matching the appropriate marketing communication content presents significant challenges in the development of mobile marketing strategies. Firstly, this paper provides a comprehensive review of existing literature to clarify the fundamental concepts and evolutionary process of mobile marketing communication. Subsequently, it assesses previous studies on strategies for selecting mobile marketing communication targets, noting that while prior research has utilized factors such as geographical location, time, and weather for consumer targeting, it predominantly focused on the external environmental conditions of consumers with minimal consideration for individual behavioral states. However, advancements in mobile device sensor technologies and machine learning algorithms now make it feasible to capture consumers' behavioral states. Therefore, this study introduces a novel perspective by incorporating the posture of consumers holding their devices (lying vs. sitting) into the targeting strategy for mobile marketing communication, aiming to investigate its specific impact on the effectiveness of these communications. Furthermore, the paper examines research on mobile marketing communication content delivery strategies. It highlights how the rise of video-dominated social media platforms has led to changes in the medium of mobile marketing communication, necessitating a revision of the methods and dimensions for quantifying communication content. By employing machine learning techniques to quantify mobile advertisement content, this research aims to address the shortcomings in previous studies regarding content diversity. Lastly, the paper explores studies on the interactive effects between the targets and content of mobile marketing communications, pointing out a relative scarcity of such research and a lack of comprehensive consideration of large-scale advertising data. This research endeavors to refine the data mining of large-scale advertising content, thereby achieving precise matching between the targets and content of mobile marketing communications to enhance the appeal of advertisements. Building upon a thorough review of the literature, this article formulates research hypotheses and conducts empirical analysis using real operational data from a leading domestic social media platform in China. The findings indicate that advertising to consumers who are lying (vs. sitting) negatively impacts the attractiveness of the advertisement. However, as the intensity of prevention-focused content in the ad message and the speed of ad message delivery increase, the negative impact of lying posture on ad appeal diminishes. The discoveries of this study provide guidance for enterprises in selecting targeting consumers for mobile marketing communication and optimizing the content of mobile marketing advertisements. It also offers practical insights for platforms to enhance the interactive effects of selecting targets and delivering content for mobile marketing communication. Finally, the article acknowledges the limitations of the study and proposes directions for future research.
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