在线广告的社交属性对广告效果的增强机制研究

Previous research has found that embedding social cues (e.g., friend endorsements or consumer ratings) in the online advertising is important in improving advertising effects. However, the underlying mechanisms of how these cues can be effective is still unclear. Anchoring on e-commerce context, this study empirically investigate how social cues improve the online advertising effects through the mechanisms of compliance and internalization. Particularly, this study intents to: (1) define and measure online advertising effect from the perspective of consumer psychology; (2) explore the underlying mechanisms of friend endorsements and consumer ratings from the perspective of social influence; (3) investigate the interaction effect of social cues and advertising brand in improving online advertising effect. Accordingly, this study will contribute to research in three ways, this study (1) expands the current definition of online advertising effect from one dimension to multiple dimensions and the corresponding measurements, thus this study enhance our understanding of online advertising effects; (2) uncovers the matching relationships between friend endorsements and compliance, consumer ratings and internalization, this a the first few studies in investigating the detailed underlying mechanisms of social marketing; (3) introduces the moderating role of advertised brand and uncover the boundaries of effectiveness of the social cues. This study extends the research of relationship between social cues and online advertising effect. Thus, this study can provide theoretical and practical guidelines for precisely embedding social cues in online advertising.

现有研究提出在线广告中嵌入朋友点赞和大众评分的社交属性对增强广告效果有重要影响，但缺乏对其中增强机制的深入探讨。本项目立足电商平台的实证情境，探讨在线广告的社交属性触发消费者跟随和认同心理从而增强广告效果的机制。主要研究：①从消费者心理视角定义和测量在线广告效果；②探讨朋友点赞和大众评分如何增强在线广告效果；③社交属性与广告推广品牌的交互对增强广告效果的作用。预期形成三方面创新：（1）将在线广告效果的构念由单维度拓展为三个维度，提出实证测量方法，提升在线广告效果测量的精准性；（2）揭示朋友点赞对跟随心理、大众评分对认同心理的影响，深化社交营销触发机制的研究；（3）引入广告推广品牌为调节因素，界定社交营销对在线广告增强效果有效性的条件。本项目研究成果拓展了社交属性与广告效果的关系研究，可为互联网平台在广告推广中精准嵌入社交属性提供理论依据和实践指导。

在线广告中嵌入社交属性（如销量和大众评分）以增强广告效果是当前电子商务研究和实践的前沿话题。但当前研究缺乏对当中增强机制的深入探讨。本项目拟立足于电商平台的实证情境，结合广告品牌，构建在线广告的社交属性触发跟随和认同的机制以增强广告效果的框架。主要内容及发现：① 从消费者规避心理的逻辑出发，从认知、行为和情感多维度测量在线广告的效果； ② 以内隐偏差为理论基础探索和验证消费者规避在线广告的原因； ③ 以社交影响理论为基础分别探讨与广告产品相关属性（总体销量和质量评分）的匹配效应及与广告商相关属性（信用评分）的溢出效应。本项目形成三方面创新：（1）将在线广告效果的构念拓展为三个理论维度，并提出相应的实证测量方法，深化了在线广告效果的内涵；（2）剖析社交属性的触发机制的影响，开拓社交营销具体机制的研究；（3）引入内隐偏差的因素，将消费者规避理论融合到广告社交属性当中，扩展了如何增强在线广告效果的研究范围。本项目研究成果可为电商平台中的在线广告和社交营销的交互创新提供理论依据和实践指导。本课题按照研究计划展开，在课题资助下累计发表论文5篇，其中2篇以第一作者发表在UTD期刊MIS Quarterly（MISQ），1篇以通讯作者发表在MISQ上，另有《管理世界》1篇，SCI 2区英文期刊1篇（通讯作者）。