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Advertising Effectiveness of Different Social Appeals through Microblog

机译：通过微博宣传不同社会诉求的广告效果

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摘要

In today's interactive marketplace, microblog has become a powerful social marketing and advertising platform.An important type of information in microblog is consumer generated and forwarded advertising.In our study, we explore advertising effects of different social appeals through microblog.We find that oriented appeals (i.e., other-oriented and self-oriented appeals) are more effective than non-oriented appeals.But the difference between other-oriented appeal and self-oriented appeal is insignificant.The relationship between sender and receiver moderate the result.Other-oriented appeal is more effective than self-oriented appeal for dyads with offline relationship, while self-oriented appeal is more effective for dyads of online-only relationship.
机译：在当今的互动市场中，微博已成为强大的社交营销和广告平台。微博中的重要信息类型是消费者生成和转发的广告。在我们的研究中，我们通过微博探索了不同社会吸引力的广告效果。 （即其他定向和自我定向的上诉）比非定向上诉更有效，但其他定向和自我定向的上诉之间的区别微不足道，发送者和接收者之间的关系会缓和结果。对于具有离线关系的双胞胎，上诉比对自我的上诉更为有效，而对于仅具有在线关系的双胞胎，自我导向的上诉更为有效。

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